Style Edit: Louis Vuitton’s spring/summer 2025 ad campaign celebrates the concept of ‘soft power’, with Lisa from Blackpink and The Outrun’s Saoirse Ronan as the elegant ambassadors

Feb 17 , 2025

Louis Vuitton’s spring/summer 2025 ad campaign celebrates the concept of “soft power”, with Lisa from Blackpink among the elegant ambassadors. Photo: Handout

Nicolas Ghesquière’s pieces marry structure and fluidity, in a collection presenting the creative director of womenswear’s signature retro-futuristic style against a backdrop of conceptual art

Louis Vuitton has launched its eagerly anticipated spring/summer 2025 advertising campaign, featuring visuals that set the style bar high for the upcoming season.

The arresting images feature the maison’s ambassadors, both highly accomplished women: K-pop sensation Lisa and actress Saoirse Ronan.

Lisa from Blackpink was named a global brand ambassador for Louis Vuitton in July 2024. Photo: Handout

Lisa, a member of the phenomenally successful South Korean girl group Blackpink, has proved her strength as a solo artist and made her acting debut in the just-released third season of HBO’s hit series The White Lotus.

Ronan is equally accomplished in her own field, having garnered four Oscar nominations since she broke into Hollywood at the age of 13, and currently making waves once again with her latest film, The Outrun.

Saoirse Ronan was announced as a new face of Louis Vuitton in February 2024. Photo: Handout

The two women hail from different backgrounds, yet they both perfectly embody this season’s concept of “soft power”, as highlighted by the spring/summer 2025 collection. Envisioning a wardrobe of contrasts, creative director of womenswear Nicolas Ghesquière has imagined a multifaceted femininity that easily transitions between structure and fluidity, and between texture and print. Outlined by airy contours of refined allure, the collection fuses signature tailoring with the retro-futuristic influences that have become his hallmark approach.

Nicolas Ghesquière’s spring/summer 2025 collection fuses signature tailoring with the retro-futuristic influences that have become his hallmark approach. Photo: Handout

Expertly crafted, the looks are brought to life in the campaign as a series of contemporary portraits captured by iconic fashion photographer Steven Meisel. The atmospheric paintings of French conceptual artist Laurent Grasso serve as an otherworldly backdrop with their surreal landscapes, floating spheres and fiery torches.

The resulting scenes are uncanny yet naturalistic and recall the classic elements of a Renaissance composition. Shown full-length, they are portrayed with slight movement, embracing both the classical and dynamic – two opposing themes omnipresent in Ghesquière’s collections.

Nicolas Ghesquière has imagined a multifaceted femininity that easily transitions between structure and fluidity. Photo: Handout