For its first foray into beauty, Louis Vuitton goes big. Like, really big. With none other than cosmetics creative director Dame Pat McGrath at the helm, the debut collection bursts onto the scene in a blaze of colour and shine. The line-up? A staggering 55 LV Rouge lipsticks, 10 LV Baume lip balms and eight LV Ombres eyeshadow palettes. In other words, enough shades to see you through every possible mood, outfit and late-night adventure.
Packaging, dreamed up by designer Konstantin Grcic and emblazoned with the LV monogram and blossom, is just as chic as you’d expect, but it’s also both sustainable and refillable, underscoring Louis Vuitton’s commitment to craftsmanship that lasts long after the first use.
To celebrate the launch, a vibrant campaign captured by Steven Meisel and directed by Damien Krisl unfolds as a turbo-charged, glossy ode to powerful, unapologetic femininity. With house ambassador Hoyeon puckering up alongside models Ida Heiner, Chu Wong and Awar Odhiang, the visuals transport viewers to surreal destinations where the line between dream and reality blurs. Imagine lacquered lips the shade of molten rubies, backdropped by crimson sand dunes, a light pink lake or a sea of shimmering azure.
La Beauté Louis Vuitton will make its worldwide debut August 29 in select LV stores and online. Consider this your reminder to click “pre-order” before everyone else beats you to it.
Photography by Steven Meisel.
