Louis Vuitton has relaunched its iconic Core Values Campaign with a new chapter that sees tennis champions Roger Federer and Rafael Nadal.
Shot by industry legend Annie Leibovitz, the campaign features the tennis icons summiting a mountain together in the Dolomites of Italy with the tagline ‘There are Journeys that turn into Legends’.
Together, they echo the values that resonate through every Louis Vuitton design and every Core Values campaign: a journey beyond the physical; a commitment to excellence, and a transmission of dreams.
The Core Values series was launched 17 years ago by Antoine Arnault and Pietro Beccari, with three key pillars:
Art of Travel
Core Values stand as a testament to the Maison’s legacy as the pioneer of the Art of Travel. Travel goes beyond the geographical; travel is an emotional experience, offering an opportunity to discover in the process.
Icons
Louis Vuitton has a long tradition of associations with exceptional people, icons in their fields who sport our iconic designs. The Core Values campaigns feature personalities of truly global stature, ranging in professions and backgrounds. Above and beyond their status, they are individuals who are widely recognized to have lived full and interesting lives – people who have accomplished personal journeys of their own.
Transmission
Between the personalities involved and the product they carry, the Core Values campaigns speak to the idea of transmission. From generation to generation, of dreams, messages or indeed of values, the campaigns capture the plurality of what transmission can be – both physical and emotional.
