For Louis Vuitton, the ‘Core Values’ campaign, originally launched in 2007, exemplifies the house as the ultimate pioneer in the art of stylish travel. In a new, revitalized campaign for 2024, captured by renowned photographer Annie Leibovitz, Louis Vuitton reunites champions and friends Roger Federer and Rafael Nadal while summiting a peak in the Dolomites, simultaneously showcasing the values of perseverance and adventure that define both Federer and Nadal’s careers.

With previous icons including Angelina Jolie, Bono, Sean Connery, Kieth Richard, Muhammad Ali, Francis Ford, Sofia Coppola, and more, Louis Vuitton displays its tradition of featuring exceptional and truly global individuals ranging in professions and backgrounds. Above and beyond their statures, these individuals are all widely recognized to have lived full and interesting lives, accomplishing personal journeys of their own. 

Between the personalities and the objects they carry, the Core Values campaign captures the physical and emotional meaning of values in one’s life. Below, discover a behind-the-scenes look at the making of the new campaign!