The Core Values campaign by Louis Vuitton continues its iconic journey, spotlighting tennis legends Roger Federer and Rafael Nadal. Photographed by Annie Leibovitz, the latest visual captures the duo in the Italian Alps, shifting from fierce competitors to relaxed companions. Federer and Nadal, sporting Louis Vuitton’s signature Monogram backpacks, embody the campaign’s essence of discipline, friendship, and legacy.

First launched in 2007, Core Values has featured global icons like Pele and Angelina Jolie. After a hiatus, it returned in 2022 with Messi and Ronaldo. This continuation emphasizes camaraderie, showcasing Federer and Nadal’s transition from rivals to shared ambassadors of excellence. The campaign, blending timeless style with human connection, solidifies Louis Vuitton’s place at the intersection of fashion and storytelling.

Image Credit: Annie Leibovitz for Louis Vuitton



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