Louis Vuitton’s Fall 2024 Campaign Redefines Cowboy Chic

The Fashionisto

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Published July 8, 2024

Lounging in a scenic valley, Luke Champion and Clément Chabernaud star in the Louis Vuitton fall-winter 2024 campaign.Pin
Lounging in a scenic valley, Luke Champion and Clément Chabernaud star in the Louis Vuitton fall-winter 2024 campaign. Photo: Colin Dodgson / Louis Vuitton

Louis Vuitton’s fall-winter 2024 campaign, “The New American Dandy,” presents a modern twist on classic Western wear. Featuring models Clément Chabernaud, Kyosuke Akiyoshi, Luke Champion, Rayan Lamarre, Ridzman Zidaine, and athlete Ronnie Davis, the advertisement features a wardrobe styled by Matthew Henson and captured by photographer Colin Dodgson.

Set against stunning mountainous backdrops, the campaign exudes a rugged sophistication that evokes the image of luxury with the wild allure of the American frontier.

Louis Vuitton Fall/Winter 2024 Campaign

Riding through snowy mountains, Kyosuke Akiyoshi sports a chic red and black jacket for the Louis Vuitton fall-winter 2024 campaign.Pin
Riding through snowy mountains, Kyosuke Akiyoshi sports a chic red and black Damier varsity blouson jacket for the Louis Vuitton fall-winter 2024 campaign. Photo: Colin Dodgson / Louis Vuitton

Key pieces from the Louis Vuitton fall-winter 2024 collection, such as the Damier varsity blouson jacket and embroidered merino wool cardigan, highlight the house’s mastery in reinvigorating timeless designs with signature motifs and subtle thematic details.

Standing tall on a truck, Rayan Lamarre epitomizes rugged elegance in double denim and a suede jacket for the Louis Vuitton fall-winter 2024 campaign.Pin
Standing tall on a truck, Rayan Lamarre epitomizes rugged elegance in double denim and a suede jacket for the Louis Vuitton fall-winter 2024 campaign. Photo: Colin Dodgson / Louis Vuitton

Washed denim workwear pants bring pragmatism to the season, while statement accessories like the lasso hat and Millionaires sunglasses introduce a modern, fashion-forward spirit.

Ronnie Davis poses with a horse against a snowy backdrop for the Louis Vuitton fall-winter 2024 campaign.Pin
Ronnie Davis poses with a horse against a snowy backdrop for the Louis Vuitton fall-winter 2024 campaign. Photo: Colin Dodgson / Louis Vuitton

Louis Vuitton elevates the classic Western aesthetic with its luxurious additions, including touches of turquoise, the covetable Keepall Bandoulière 50, and the elegant LV Western bolo.

Exuding modern sophistication, Ridzman Zidaine wears a crisp white jacket and aviator sunglasses for the Louis Vuitton fall-winter 2024 campaign.Pin
Exuding modern sophistication, Ridzman Zidaine wears a crisp white jacket and aviator sunglasses for the Louis Vuitton fall-winter 2024 campaign. Photo: Colin Dodgson / Louis Vuitton

By combining elegant tailoring with timeless Western motifs, Louis Vuitton ushers in a new wave of menswear in which conventions are defied and redefined.


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