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Louis Vuitton relaunches Core Values campaign


Louis Vuitton has relaunched its Core Values campaign with a new chapter featuring tennis champions Roger Federer and Rafael Nadal. Renowned photographer Annie Leibovitz captured the duo atop a mountain in the Dolomites of Italy, embodying the campaign's tagline: ‘There are Journeys that turn into Legends.’

This latest installment in the Core Values series, initially launched 17 years ago by Antoine Arnault and Pietro Beccari, continues to celebrate the timeless principles that define Louis Vuitton.

To be featured in print and on Louis Vuitton’s social channels, the campaign depicts Federer with the classic Monogram Christopher backpack, while Nadal features with the Monogram Eclipse version.

Pietro Beccari, Chairman and CEO, Louis Vuitton, notes. each Core Values chapter celebrates Louis Vuitton’s legacy of travel, of working with exceptional people, and of transmission – both physical and emotional. 



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