Louis Vuitton has launched its first La Beauté campaign, officially introducing the brand into the beauty sector guided by the artistic direction of Dame Pat McGrath.
Directed by Damien Krisl and photographed by Steven Meisel, the campaign showcases House Ambassador Hoyeon alongside talents Ida Heiner, Chu Wong, and Awar Odhiang. The imagery, set against fantastical desert landscapes and pastel-colored dreamscapes, embodies Louis Vuitton’s fresh interpretation of beauty—where creativity, opulence, and lifestyle converge.
The inaugural collection features an impressive array of 55 shades of LV Rouge lipsticks, 10 glowing LV Baume lip balms, and 8 LV Ombres eyeshadow palettes. Each product is encased in refillable packaging designed by Konstantin Grcic, skillfully merging Vuitton’s heritage of trunk-making with McGrath’s cutting-edge aesthetic.
La Beauté Louis Vuitton will be available exclusively in China starting on August 20, 2025, followed by a wider international launch on August 29 in select stores and online at louisvuitton.com, with global pre-orders starting August 25.
