Louis Vuitton's Cruise 2027 Campaign Is Set Inside New York's Frick Collection
Louis Vuitton has released the campaign for its cruise 2027 collection, and it was shot inside a New York museum rather than a fashion studio. The images show the women casually exploring the galleries of The Frick Collection, the Manhattan museum known for its old master paintings.
A cruise collection is the between-seasons range that fashion houses show ahead of their main calendar of runway weeks. Louis Vuitton, the French luxury label owned by LVMH, first presented the range in New York in May, at the same museum.
Nicolas Ghesquière, Louis Vuitton's women's creative director, described the campaign as an extension of the same idea. He said it carries forward "a tale of two cities – between Paris and New York, expressing legacy and modernity."
The campaign stars two of the brand's ambassadors, Chase Infiniti and Alysa Liu, alongside the actresses Amiah Miller and Giulia Maenza. The photographer is Ethan James Green. Chase Infiniti had already been seen at the May show, wearing pieces from Louis Vuitton's Fall 2026 collection, as WWD reported at the time.
The cruise presentation also includes a capsule collection of handbags made with the Keith Haring Foundation. A capsule is a small group of products built around one theme. The wider collection is due to go on sale worldwide on 1 January. Limited-edition versions were first shown at Art Basel Paris, the contemporary art fair, as part of the Artycapucines collection.
For the house, the setting makes the point Ghesquière describes. A museum full of old paintings sits in one of the two cities he names, and the models move through it as visitors rather than as props. The campaign pictures are the public face of a range that will reach shops in the months ahead, and the handbags with the Keith Haring Foundation will go on sale at the same time.
Louis Vuitton's campaign is the latest in a run of brand projects that pair fashion with art institutions. For the people who work on them, from set builders to the stores that stock the bags, the campaign is one stage in a longer production calendar.
