By ZACH JAMES
French fashion house Louis Vuitton is taking inspiration from another European cultural center.
British dress and culture guide the maison’s men’s spring/summer 2026 pre-collection and campaign. Local talents, such as English footballer and official “friend of the house” Jude Bellingham and British actor and brand ambassador Callum Turner, star in menswear creative director Pharrell Williams’ latest advertising brand ambassador Callum Turner, star in menswear creative director Pharrell Williams’ latest advertising initiative.
“At first take, I didn’t really understand this campaign,” said Daymon Bruck, Chief Creative Officer at The O Group, New York.
“There was a season-less aspect to the featured pieces along with the heavy mixing of casual and formal items,” Mr. Bruck said. “Add to that the English countryside setting and a pack of extremely well-groomed dogs and the campaign’s cinematic visuals and soundtrack all combined to keep me guessing about the story that was being told.”
Mr. Bruck is not affiliated with Louis Vuitton, but agreed to comment as an industry expert.
Sense and Sensibility
Shot by London-based photographer and filmmaker Oliver Hadlee Pearch, the campaign showcases its stars on location at a historic British estate.
Titled “The Getaway,” the film and accompanying stills capture the duo, alongside other models, posing and lounging in front of distinctly English outdoor signatures, such as topiary gardens, gothic statues and classic convertibles, all located outside of a large Victorian mansion.
A home-movie style characterizes the short, with Mr. Pearch’s direction (see story) displaying the cast through an intimate lens. Meanwhile, promotional stills take the form of personal portraiture, with Mr. Bellingham and Mr. Turnercsporting many items from the seasonal pre-collection.
Mr. Bellingham also appeared in the maison’s spring/summer 2025 men’s formalwear campaign, which drew from similar inspirations (see story). Now, it continues this narrative as it gears up for the launch of the fullcsee story). seasonal menswear collection.
Described as a combination of “metropolitan globetrotter and bucolic dandy,” the selection, much like the campaign, draws inspiration from British sensibilities, particularly the nation’s iconic approach to tailoring and throwback satorical codes.
The first drop from the men’s spring/summer 2026 pre-collection is available now in-store and online, with a second capsule planned to launch on Nov. 11. The debut release includes ready-to-wear, formalwear, footwear, travel pieces, handbags, and jewelry, among other accessories.
“The campaign video is packed with a mix of themes – posh English school boys, a mix of dogs, classical music, etc.– all coded for status and luxury but also very playful, warm and even charming,” said Mr. Bruck.
“It appears oddly specific and broad at the same time, and the more I’ve watched the campaign the more I see how this seems to be intentional.”
Ruff Riders
Another key aspect of the campaign and collection is the inclusion of several furry friends.
Louis Vuitton enlisted dogs from royal British breeds, including Welsh Corgis, English Cocker Spaniels and Border Collies, to appear in the marketing, while also unveiling a capsule of pet accessories alongside the menswear launch.
The selection is wide-ranging, including various clothing items, leashes, harnesses, travel bags, cleanup tools, blankets and several iconic trunks reimagined as canine carriers. Louis Vuitton has reinvented its Speedy, Malle, Sac and Neverfull containers for the endeavors, alongside fresh designs, such as the Kennel Trunk and the Dog Bed Trunk.
Louis Vuitton is far from the only luxury staple embracing pets.
Recent months have seen British automaker Bentley release a tailored accessory range for its Bentayga model (see story) and launch a dedicated pet spa at its Miami residential development (see story).
Meanwhile,hospitality brand Fairmont Hotels & Resorts hosted a series of themed offerings for International Dog Day at properties around the globe (see story).
“The luxury pet category has been growing rapidly and it’s a very natural fit for a heritage leather goods brand like Louis Vuitton to include these type of items in their offering,” said Mr. Bruck.
“The dogs in this new campaign added to the charm appeal in a significant way but it was a little odd thatnone of the new pet items from this collections were featured,” he said. “The dogs were included in this campaign as lifestyle accessories rather than models for the new styles from the house.”
Original article published in Luxury Daily, October 31, 2025
