Emma Stone and Hoyeon slip into character once more for Louis Vuitton’s Fall Winter 2025 campaign, shot by Ethan James Green. Set against a backdrop of velvet sofas, tasseled upholstery, and jacquard-draped daybeds, the campaign casts its two muses.

Stone—forever a red carpet wildcard and silver-screen shapeshifter—brings her signature blend of indie cool and award-season polish. Hoyeon, meanwhile, catapulted from Seoul’s runways to global acclaim with her breakout role in Squid Game, redefining what it means to be both a fashion icon and a leading actress in the cultural spotlight.

Photography by Ethan James Green

At the center of it all is the launch of Express, Nicolas Ghesquière’s latest signature bag for Louis Vuitton. Originally the name of the now-iconic 1930s Speedy, Express returns as a tribute to the spirit of adventure and elegance. Crafted in grained leather and velvet calfskin, each version is finished with the House’s signature elements—Monogram Canvas on the handles and key bell, a gold-tone padlock securing the double-zip closure, and a jacquard-lined interior.

The Fall Winter 2025 collection and the new Express bag will be available for digital preorder beginning July 25, with an exclusive pre-launch in select stores around the world. The full collection lands globally on August 1, following print debuts on July 15. Later this year, the story continues with a dedicated leather goods campaign set for October.

Photography by Ethan James Green