Louis Vuitton's Legendary Campaign Series Returns With Tennis Champions

The Louis Vuitton Core Values campaigns are legendary treasures in the fashion history books. Who can forget Angelina Jolie with her monogram shopping bag on a wooden boat in Cambodia, Keith Richards playing guitar in his hotel room, or the former Soviet lead Mikhail Gorbachev set against the backdrop of the Berlin Wall?

First launched in 2007, the Core Values campaigns feature legends of our times accompanied on their travels by their Louis Vuitton luggage, in cinematic moments photographed by Annie Leibovitz. An ode to the French luxury brand's roots in travel, Core Values is an ode to self-discovery and excellence. Now, the iconic campaign series is back with tennis legends Rafael Nadal and Roger Federer.

Returning after 12 years, the Louis Vuitton Core Values 2024 campaign hones in on the art of travel as we find the fellow tennis legends and professional rivals united on a journey to the summit of Italy’s Dolomites mountain range. Armed with their Louis Vuitton backpacks of course, Nadal and Federer are united by the pioneering spirit of champions.

Here, watch the behind-the-scenes film, and don't forget to enjoy the view.