LOUIS VUITTON DEBUTS LA BEAUTÉ COLLECTION

words DOMINIKA GŁOWACZ

Louis Vuitton has always been a dream-maker, a storyteller, a symbol of artistry in motion. This season, the House opens an entirely new chapter with the unveiling of La Beauté Louis Vuitton, its first-ever makeup collection, a bold and luminous venture crafted under the visionary eye of Dame Pat McGrath, Creative Director of Cosmetics.

The debut campaign, captured by the legendary Steven Meisel and brought to life on film by Damien Krisl, feels like a journey through the surreal. Crimson deserts and soft pink lakes mirror the vivid hues of the collection. At the heart of this dreamscape stands Hoyeon, Louis Vuitton’s House Ambassador, actress, and model, joined by Ida Heiner, Chu Wong, and Awar Odhiang. Together, they embody an evolving vision of femininity, powerful, imaginative, and undeniably modern.

The collection opens with LV Rouge lipsticks in 55 shades, LV Baume lip balms in 10 luminous finishes, and LV Ombres palettes in 8 chromatic harmonies, each product designed not only to adorn but to transform. The sleek packaging, created by industrial designer Konstantin Grcic, is at once timeless and forward-thinking: sustainable, refillable, and conceived as objects of desire, echoing the artistry of Louis Vuitton’s iconic trunks.

In Pat McGrath’s hands, makeup becomes a form of couture, a language of empowerment. “Beauty, like fashion, is about possibility,” the collection seems to whisper. “It is about who you are, and who you dare to become.”

With La Beauté Louis Vuitton, it is not just makeup; it is a voyage, an experience, a piece of Louis Vuitton’s cultural vision, now written onto the skin as much as it has been carried on the arm.

images: courtesy of LOUIS VUITTON