Louis Vuitton has deepened its connection with Barcelona through a fresh, striking campaign for its 2025 cruise collection, set against some of the city’s most celebrated architectural landmarks. This new campaign, following Vuitton’s sponsorship of Barcelona’s recent sailing event, pays homage to Catalonia’s rich design legacy.
Nicolas Ghesquière, Louis Vuitton’s artistic director for women’s collections, often selects breathtaking architectural sites to showcase the brand’s resort collections. For his latest collection show in May, he chose Barcelona’s famous Park Güell, the whimsical masterpiece by Antoni Gaudí. Although Park Güell doesn’t feature in the campaign itself, photographer Jamie Hawkesworth placed models within other equally stunning locales, including Casa Milà (also known as La Pedrera) and the Joan Miró Foundation, further amplifying the collection’s themes of structure and artistry.
The campaign highlights model Mona Tougaard, posing on a terrace with sweeping views of the Mediterranean and against the backdrop of La Pedrera’s iconic chimneys, rumored to have inspired certain sci-fi characters. “Gaudí is a world in his own right,” Ghesquière remarked, praising the architect’s visionary take on Art Nouveau and his influence on Barcelona’s identity. This imaginative connection between city and style allows the collection to embody its surroundings—an ethos that resonates throughout Vuitton’s global cruise shows.
Celebrity attendees, like Cynthia Erivo, expressed their appreciation for seeing the collection in such a thoughtfully curated environment, reflecting how architecture and fashion beautifully intersect. The campaign reinforces Louis Vuitton’s dedication to combining high fashion with architectural elegance, creating pieces that resonate with the heritage of each setting.
