The "Series" of Louis Vuitton: when fashion becomes an art gallery

Since his arrival at Louis Vuitton in 2013, Nicolas Ghesquière has shaken up the house's classic aesthetic by launching a collection of photo campaigns called "Series". Numbered from 1 to 8, these publications blend haute couture, contemporary art, and renowned photography to transform each visual into a work of art. Discover these eight series that tell a captivating visual adventure.

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Series 1 (2014): three visions, one DNA

 

Photographers: Annie Leibovitz, Juergen Teller, Bruce Weber
Ghesquière plays the triptych card: three fashion photography icons immortalize the same collection each in their own way.

• Leibovitz: intimate portraits under moody lighting.

• Teller: close-up shots and raw grain, backstage atmosphere.

• Weber: sporty and free-spirited universe, very American.

Impact: showing the richness of the same silhouette through the artist's eyes; a dive into the creative process.

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Series 2 (2015): the Monogram revisited

 

Photographers: Juergen Teller, Bruce Weber
At the heart of this campaign: the reinvention of the iconic Monogram bag. Between digital collages and baroque stagings, the LV image becomes a visual installation. Immersive video clips complement the series during pop-ups in Los Angeles and Milan.

Anecdote: a “pop-up flagship” in Rome reproduced the campaign set life-size.

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Series 3 (2015): portrait of the creator

Format: mini-films and photo
For the first time, LV moves beyond simple visuals and offers documentary short films about the creative studio. We follow the birth of prototypes, from sketch to canvas, with Alicia Vikander as the main focus.

Atmosphere: futuristic and sleek, pristine white, architectural low angles.

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Series 4 (2016): the video game takes the stage

Muse: Lightning (Final Fantasy)
Louis Vuitton brings the geek universe onboard by featuring Lightning, heroine of the video game Final Fantasy. On the program: 3D sets, special effects, couture costumes. An unprecedented bridge between gaming and haute couture.

Why it’s strong: the first major luxury campaign to officially invite a virtual avatar.

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Series 5 (2017): American getaway

Photographer: Bruce Weber
Heading to the East Coast of the United States: vintage train settings, outdated motels, wide open spaces. Selena Gomez and other muses pose in retro-chic looks, alternating tweed coats and flowing dresses.

Mood: romantic road trip, 70’s nostalgia, and ode to travel.

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Series 6 (2017): Parisian elegance

Photographer: Bruce Weber
Back in Paris for a campaign inspired by Impressionist paintings: flowered gardens, pastel shades, and light dresses. Muses perfectly in tune with the classic romanticism of the Ghesquière wardrobe.

Detail: a secret shoot in a private mansion, kept confidential to enhance the mystery.

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Series 7 (2018): purity and geometry

Photographers: Juergen Teller, Patrick Demarchelier
Minimalist tone: white backgrounds, graphic silhouettes, straight cuts. The focus is on technical details and innovative materials.

Objective: to showcase the product "naked", without artifice, in an almost museum-like setting.

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Series 8 (2019): architectural modernity

Photographer: Bruce Weber | Location: Miami, Florida
For his Series 8 spring-summer 2018, Nicolas Ghesquière organizes a true festival of stars and creatives under the Miami sun. Bruce Weber captures it:

• The actresses: Ruth Negga, Léa Seydoux, Laura Harrier

• The creatives: Xavier Dolan, Justin Theroux

• The tops: Sora Choi, Freja Beha Erichsen, Janaye Furman, Signe Veiteberg, Natalie Westling

In an atmosphere both aristocratic and street, we encounter embroidered frock coats with puffed sleeves and marquis-inspired vests, mixed with casual shorts and Vuitton sneakers. The goal? To show that, at Louis Vuitton, "style has no age": haute couture becomes light, playful, and resolutely contemporary, while retaining the house's iconic elegance.

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✨ The gaze of Les Folies d’Eugénie

At Les Folies d’Eugénie, we are fascinated by these campaign-galleries: they reinvent the fashion object as a work in its own right. Each of these Series highlights that a bag or a dress is the result of a dialogue between designer, photographer, and contemporary art.

On consignment, we are looking for these pieces: they embody sustainable luxury, history, and creativity, so that our clients wear a true piece of art.

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