Louis Vuitton’s Cruise 2025 Campaign Is a Love Letter to Barcelona

LEADING LIGHT: The America’s Cup may be parting ways with Barcelona for its next edition, but Louis Vuitton wants to extend its love affair with the Catalan capital for a little longer.

Having sponsored this year’s edition of the sailing competition, the LVMH Moët Hennessy Louis Vuitton-owned fashion house has unveiled its cruise campaign, set against some of the city’s renowned architectural sites.

Nicolas Ghesquière, artistic director of women’s collections at Vuitton since 2013, typically selects an architectural marvel as a transporting backdrop for his resort shows.

For his most recent cruise show in May, he chose Park Güell, the fairy-tale park designed by modernist architect Antoni Gaudí.

While it doesn’t feature in the campaign, photographer Jamie Hawkesworth captured models in equally iconic locations including Casa Milà, the Gaudí-designed residence popularly known as La Pedrera; the Fundació Joan Miró, and the Gir Light Palace, a private estate near the city.

Model Mona Tougaard is pictured on a balcony with a Mediterranean view, or against La Pedrera’s distinctive wavy chimneys, “which, legend has it, inspired the troopers in ‘Star Wars’ — everyone knows all about my obsessions!” Ghesquière said in a Q&A provided by Vuitton.

“Gaudí is a world in its own right: he had a singular and fascinating point of view in his interpretation of Art Nouveau, and above all he’s an architect who shaped the personality of a city in a unique way,” the designer added.

Among the celebrities who attended the cruise show was “Wicked” star Cynthia Erivo, who said she loves seeing the traveling collection alight in different destinations.

“It’s really special because you get to see what has inspired the pieces that will come down the runway, and combining sculpture and structure with pieces that are usually structural feels really inspired. It feels really ‘kismet.’ I like the combination of a place and a piece together,” she told WWD.