What Happened
Every year, the competition intensifies among the big three luxury brands — Louis Vuitton, Christian Dior, and Gucci — to secure the most compelling location for their celebrated Cruise collection shows.
This year, Dior will venture to Scotland in June, Gucci took over the Tate Modern in London, and Louis Vuitton arguably topped them all with a show set in Barcelona’s iconic Park Güell, an architectural masterpiece by Antoni Gaudí completed in 1914 and now a Unesco World Heritage site.
As the golden hour bathed the venue, celebrities and key opinion leaders made their entrance. Among them were Saoirse Ronan, Sophie Turner, Léa Seydoux, Jennifer Connelly, China’s Liu Yifei, and Thai actress Yaya (Urassaya Sperbund). On the brand’s official Weibo account, the main show video garnered 65,000 views, 3,600 likes, and 324 comments at the time of writing.
The Jing Take
Cruise collections have always been a forte for Nicolas Ghesquière, showcasing some of his most playful and precise work. This season, set against the magical backdrop of Park Güell, the collection was accompanied by a soundtrack featuring Gary Numan’s “Music for Chameleons" and Malcolm McLaren’s “Madame Butterfly.”
Louis Vuitton’s Cruise 2025 collection celebrated Spain’s rich culture, blending these influences with 1980s camp, equestrian touches, and standout accessories such as wide-brimmed hats, fringed leather boots resembling horse hooves, and futuristic, reflective Oakley-inspired sunglasses.
While the brand’s pre-fall collection was vibrant with colors and prints, its Cruise collection was refreshingly chic. Blacks, whites, creams, neutrals, and grays were punctuated by metallic textures, architecture volume, and puffy ‘80s satin skirts. The show opened with looks that ironically seemed to reference ‘80s Armani power suits, continuing the vintage theme throughout.
There’s plenty to read into: a flamenco frill here, a matador jacket there, sheer polka-dot dresses, sporty equestrian dressing, and thigh-high leather boots. Ghesquiere’s signature silhouettes and LV’s traveling spirit intertwined with Spain’s vibrant style, offering dynamic contrasts that made sartorial sense.
Ghesquière has had a particularly busy few months. Not only did he celebrate his 10th anniversary with Louis Vuitton, but he also unveiled a pre-fall 2024 collection in Shanghai’s Long Museum before last week’s Cruise 2025 show in Barcelona.
Since taking over as artistic director of women’s collections at Louis Vuitton in 2013, Ghesquière has infused the brand with relentless innovation and creativity. His tenure is marked by a masterful blend of the Maison’s heritage with avant-garde design, featuring bold silhouettes, material innovation, and futuristic elements.
In an industry where houses seem to be constantly changing designers, Ghesquière’s steady hand at Vuitton underscores his enduring vision. The latest Cruise collection offers a glimpse into why his approach remains influential.
The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.