THE FIVE members of the internationally acclaimed K-pop group LE SSERAFIM have recently been announced as Louis Vuitton’s newest House Ambassadors.
Having debuted as a group in May 2022 under Source Media, a subsidiary of HYBE, the performers have been tapped as the face of the latest campaign.
Le Sserafim for Louis Vuitton
Previously, Nicolas Ghesquière, the current creative director of Louis Vuitton, invited LE SSERAFIM to the Louis Vuitton Prefall 2023 show in Seoul. Jumping forward to now, the group continues to forge strong ties with the renowned Maison.
The five members – Kim Chae-won, Sakura, Huh Yun-jin, Kazuha and Hong Eun-chae – shine in the recently released images. The campaign promotes an exclusive capsule collection of bags, which is only available in South Korea.
Having previously showcased a selection of statement bags during the Jamsugyo Bridge runway presentation, the creative director has reinvented and reimagined these pieces in fresh colour-ways and finishes.
Le Sserafim for Louis Vuitton
The iconic GO-14 bag, which was heavily influenced by the malletage interior of archival Louis Vuitton trunks, is featured alongside other eclectic accessories such as the Pochette Ecusson and the Noé Purse.
Specifically, the Bokjumeoni – a traditional Korean lucky bag- has inspired the Noé Purse adaptation.
Le Sserafim for Louis Vuitton
With Jamsugyo Bridge acting as a beautiful backdrop that references the Prefall show, LE SSERAFIM is seen sporting the redesigned Maison classics. Exploring the delicate relationship between tradition and modernity, the campaign showcases Louis Vuitton’s ability to adapt to the modern-day customer.
Without a doubt, the Maison and LE SSERAFIM will continue to build strong rapport and enthrall us all with new, exciting announcements.
by Sophie Richardson