La Beauté Louis Vuitton prepares for its grand debut

The first campaign has just been unveiled.

After months of anticipation, the doors are finally opening on the Maison‘s new category, expanding its creative universe into makeup. And, as expected, the debut is signed by Pat McGrath, one of the most influential figures in the industry, who now takes on the role of Creative Director of Cosmetics Louis Vuitton.

The campaign, captured by the great Steven Meisel and directed by Damien Krisl, celebrates the transformative power of beauty with a cast that exudes diversity and magnetism: Hoyeon, Korean actress and ambassador for the House, poses alongside models Ida Heiner, Chu Wong and Awar Odhiang. Together they create a dreamlike universe where reality is barely distinguishable from imagination, marked by intense tones.

This inaugural collection comprises up to 55 shades of Rouge LV lipstick, 10 versions of Baume LV balms and 8 colour harmonies of Ombres LV eyeshadows. Each product is conceived as an artistic object that dialogues with the Maison‘s heritage in trunk craftsmanship, culture and aesthetic innovation, always under McGrath‘s radical vision.

The launch is scheduled for 29 August, both in physical boutiques and on the official website. In the meantime, discover the official images from the campaign.