Louis Vuitton unveils beauty campaign featuring Hoyeon

Fresh from announcing the launch of its first make-up products, Louis Vuitton has unveiled the first campaign for the new La Beauté line that it has created in conjunction with make-up guru Pat McGrath. 

Shot by Steven Meisel and directed by Damien Krisl, the debut campaign has a global cast. It stars house ambassador and Korean actress and model Hoyeon, alongside models Ida Heiner, Chu Wong, and Awar Odhiang, “embodying Louis Vuitton’s vision of femininity and empowerment”.

We’re told the campaign “showcases the vivid palette of the collection, as an invitation on a journey through surreal destinations” while the backdrop “blurs the lines between reality and dreams, against crimson vivid deserts and a light pink lake”.

The campaign has gone live on Vuitton’s global digital platforms and will be featured worldwide on 29 August when the products launch fully following a slightly earlier launch in China and a digital pre-order period from Monday.