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.

In 1924, Louis Vuitton released the hold-everything Keepall bag, a major step away from its collection of trunks. The world of travel was opening widely with the option of travel to far-away places not on ships, but in airplanes. Flexibility in bags and luggage was required — especially for elite travelers.

In 1930 the Express was introduced as a more portable version of the Keepall, and it quickly was renamed the Speedy in all of its variations.

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.”

Formula 1 Moves at Top Speed

With Vuitton’s newest association with Formula 1 racing, the concept of Louis Vuitton’s association with speed takes on new meaning. Hours ago, Business Insider reported that Apple is expected to win the rights to stream Formula 1 races on Apple TV+ in the United States, after doubling Disney’s bid based on the success of its ‘F1: The Movie’ $300 million global hit.

While ‘The Louis’ moves slowly compared to boats in the Louis Vuitton America’s Cup races notching speeds of 57-62 mph, Formula 1 takes speed to an entirely new level. Louis Vuitton and Apple mesh well together as Formula 1 sponsors, if the rumor is true with regard to the American market.

Note that both Emma Stone and Hoyeon Jung are ready for lunch on ‘The Louis’. Or how about checking into the new Louis Vuitton Hotel in Paris, opening in 2026.

An Eye on Young Women

Young women are the newest followers of Formula 1, and Louis Vuitton fully contends to capitalize on that reality — even if the share of aspirational buyers in luxury world shopping is shrinking almost as quickly as Formula 1 is expanding.

With all the trash talk about Louis Vuitton in the fashion press, Beccari’s focus is locked on an expansion of the ‘spirit of travel’ ethos into the ideas, emotions and inspiration of the ‘sport’ of humans breaking through their own self-imposed barriers with self-discipline, imagination and determination.

In AOC’s opinion, young women need to focus on these challenges to refine their own mettle and build the self-confidence they say eludes them after decades of ‘female liberation’.

The Art of Winning Honorably . . .

No luxury other brand is as deeply invested in the psychology of excellence — and winning honorably among fierce competitors — as Beccari’s vision of Louis Vuitton. It seems like an outrageous thought that the fall of NIKE, whose current reinvention plan is not working, could open the door for Vuitton to own the sports title not in units sold but in branding DNA.

As the younger people aspirational market shrinks to almost nothing, a brand built on the power of human excellence is high potential in terms of cultivating this constantly-shrinking market segment not inspired at all by the world as they know it. High on the list is extreme financial income suppression compared to the world’s truly wealthy.

. . . in a High Speed Life

Surely LV is working on the technology of luggage or bags for space travel. At least the idea is on a concept board somewhere.

There can be high-speed life designs developed for the mindsets of these customers, even if the thought of sending your best customers on a space flight is fraught with catastrophic risk and the ensuing lawsuits for Louis Vuitton itself. Scratch that idea, Anne, and stick with high-speed products.

Meanwhile, back in the real world, Louis Vuitton’s fall 2025 collection and the Express bag will be available for digital pre-order from July 25, in tandem with an exclusive pre-launch in selected stores. The collection drops worldwide on Aug. 1.