What Fall 2025 told us about Louis Vuitton

For its Fall 2025 showcase on Monday, Louis Vuitton opted for an immersive approach, its grand train station-inspired runway at L’Étoile du Nord by Gare du Nord a symbolic nod to luxury fashion’s growing desire to be part of consumers’ everyday lives. The collection leaned into futuristic fabrication, such as transparent outerwear, and indie sleaze aesthetics, reflecting the eclecticism of today’s style subcultures.

Footwear choices conveyed early noughties grunge nostalgia, playing into the current tongue-in-cheek design ethos that took over Fall 2025. Being so wearable, the designs played it safe as commercially viable pieces, offering a retro feel aimed at bridging the gap between high fashion and Gen Z’s evolving bohemian style trends.

Yet, despite creative director Nicolas Ghesquière’s efforts to solidify the house’s positioning in ready-to-wear, Louis Vuitton’s true gravitational pull lies elsewhere — handbags and K-pop affiliations.

Louis Vuitton’s K-pop playbook #

The K-pop effect was in full force at the Fall 2025 show, cementing Louis Vuitton as a leader in deploying Asia’s music megastars to create cultural capital.

Stray Kids’ Felix made his highly anticipated LV runway return to the pleasure of screaming fans outside the show space in Paris, while Blackpink’s Lisa commanded equal attention on the front row. The duo’s recent viral moment — a photo of them together saw the hashtag #LisapostedaphotowithFelix (Lisa晒与李龙馥合照) rack up 23 million reads on Weibo — cementing the brand’s ability to dominate online conversation through celebrity association.

With LVMH generating over one-third of its revenue from the APAC region, Louis Vuitton is acutely aware of the unparalleled influence of K-pop fandom.

K-pop audiences not only boost engagement, but also are likely to contribute significantly to sales spikes following major fashion moments, such as the Fall 2025 runway. Global online conversations following the show were telling — while the clothes sparked mixed reactions due to their pivot from cleancut sophistication, the handbags stole the show, reinforcing the label’s true luxury stronghold.

Handbags over hype #

On platforms such as TikTok or Instagram, Louis Vuitton rarely goes viral for its ready-to-wear — but handbags? A different story. The brand’s Fall 2025 show hashtag (#LV秋冬25女装秀) has amassed an impressive 743,000 posts and 39.1 million reads on Weibo, though most chatter is centered on the new bag silhouettes and K-pop stars, rather than the clothes.

The brand continues to bank on nostalgia and investment appeal. Classics like the Neverfull and Speedy continue to rise in resale value. According to resale platform data, the Neverfull’s value surged 20% from 2021 to 2022, and consumer interest has not waned.

Can Louis Vuitton remain the center of cool? #

While Louis Vuitton’s dominance in the luxury market remains unassailed, the Fall 2025 collection highlighted a key challenge: the brand wants to be at the epicenter of Gen Z cool when it comes to fashion-forward dressing. The collection succeeded in aligning with youthful, indie aesthetics, yet ultimately, it’s the bags and celebrity affiliations that ensure the maison’s continued relevance in popular culture.

With Damien Bertrand becoming deputy CEO in 2026, the brand will likely see its business direction refreshed.

The house is king at stirring nostalgia with its collections and reinterpreting classic handbags to the pleasure of loyal consumers. Its ability to spark a new cultural moment through its deep ties to K-pop could set the tone as to whether it becomes the most sought-after brand across the APAC region.