By Real Unlock – Unlocking the Essence of Luxury
In a world perpetually on the move, true art lies in the space before departure. Louis Vuitton’s Fall/Winter 2025 campaign — shot at the iconic Gare du Nord station in Paris — captures this exact moment. Through the poised stillness of Emma Stone and Jung HoYeon, the brand articulates a poignant story: anticipation and craftsmanship entwined.
Under the grand iron arches of Gare du Nord, Emma and HoYeon stand in a suspended moment — frozen between departure and possibility. Here, the station isn’t merely a backdrop; it becomes a stage for emotional storytelling. As Louis Vuitton’s Creative Director Nicolas Ghesquière channels the euphoria and melancholy of travel, every glance and gesture speaks volumes — all with no alterations to the craftsmanship in sight.
At the campaign’s core: the newly revived Express bag. A modern reinterpretation of its 1930s Speedy predecessor, this piece is meticulously crafted in grained leather and velvet calfskin. It’s finished with Monogram handles, a gold-tone padlock, double-zip closure, and a jacquard-lined interior — each element an homage to Vuitton’s artisanal legacy.
Emma Stone brings a cinematic nostalgia — think “La La Land” meets modern elegance. By contrast, HoYeon Jung channels contemporary energy, her global acclaim (most notably from “Squid Game”) infusing the campaign with bold, cosmopolitan charisma. Together, they embody Vuitton’s fusion of timeless heritage and forward-facing innovation.
This moment of stillness — waiting for a train, poised before departure — is a metaphor for Vuitton’s creative philosophy. Each bag is a testament to time – honored craftsmanship: carefully constructed, patiently perfected, and ultimately, a carrier of stories. The Express isn’t just a carryall — it’s a vessel for the emotions and memories we carry with us.
Within the halls of Gare du Nord, under the poised gaze of Emma Stone and HoYeon, Louis Vuitton reveals its essence: anticipation is not just an emotion — it is craftsmanship itself. The Express bag stands as a testament: a perfectly articulated pause, ready to carry your untold journeys.
