Louis Vuitton FW25 Campaign Launches the Express Bag for High Speed Lives AOC Fashion

Louis Vuitton Women [IG] taps House Ambassadors Emma Stone and Hoyeon Jung for the Fall/Winter 2025 Campaign. American photographer Ethan James Green [IG] shoots the two actors lounging on sumptuous setees in images that project an intellectual awareness and sophisticated bohemian spirit, more than any direct connection to travel.

Before Speedy Came Express

Bags and luggage are the visual currency of the Louis Vuitton brand. They also ring the cash register at critical levels to support LV’s position in the LVMH heirarchy. The FW25 Campaign is focused on its latest handbag: the Express, a roomy reprise of the original name of Vuitton’s signature Speedy handbag.

Louis Vuitton Expands Meaning of ‘Spirit of Travel’

Travel is an ongoing theme at Louis Vuitton, currently springing to life as a futuristic boat docked in downtown Shanghai called ‘The Louis’. The new landmark offers retail, hospitality and an exhibition component under one roof.

Louis Vuitton’s Chairman and CEO Pietro Beccari delivered press comments detailing the important role ‘The Louis’ marks on the new journey the luxury brand is taking into the DNA of Louis Vuitton itself. Reinforcing key buzzwords, Beccari stressed the importance of Louis Vuitton’s spirit of travel being experienced not only by crossing national borders, “but through ideas, emotions and inspiration.”

Anne drills down on exactly what Beccari’s words mean.

With all the trash talk about Louis Vuitton in the fashion press, Beccari’s focus is locked on an expansion of the sports psychology of humans breaking through their own self-imposed barriers with self-discipline, imagination and determination.

Louis Vuitton and the Pursuit of Excellence

The pursuit of excellence through developing the habits of winners is a vast tableau for Vuitton.

If we return to Beccari’s focus on Louis Vuitton’s spirit of travel being experienced not only by crossing national borders, “but through ideas, emotions and inspiration”, the research is rich on the habits of winners and the personality trait of ‘Openness to Experience’.

Research suggests that this openness can be a key driver of higher cognitive activity and complexity, carrying a greater probability of becoming a high achiever in various domains.

For the loudest financial analysts and journalists who can’t understand where Louis Vuitton is going — they may well suffer as individuals themselves who lack ‘Openness to Experience’ in their own professional and personal lives.

In this case, when AOC speaks of research, we’re talking about what parts of the subject’s brain lights up in brain scans, which is then compared to other facts of an individual’s life. This field is called political neuroscience, but its findings are also applicable to business and other areas of self-development. This is not a new field, but at least 20-25 years of very expensive research.

Read Scientific American’s article Conservative and Liberal Brains Might Have Some Real Differences.