Styled by Imruh Asha, photographed by Maxime Ballesteros, and directed by filmmaker Natas, the campaign follows a group of friends navigating a new city, using the Suede as a symbol of community and self-expression. Alongside new colorways, PUMA also looks ahead with upcoming collaborations from Daniëlle Cathari, Nahmias, and others, continuing the silhouette's evolution while remaining rooted in its cultural legacy.
Guided by surfing as a worldwide way of life that transcends culture and creed, the Louis Vuitton Spring-Summer 2027 Men's Collection embraces the sea and shore as spaces of universal human belonging. Water courses through the show as a representation of life, opportunity and connection to nature. As the moon — the wavemaker — appears on the Parisian evening sky, the collection emerges from a great wave emblematic of the equilibrium that unites the surfing community and the world it navigates.
A cinematic prelude stars surfers Mikey February and Julian Wilson while guests in Paris are met by the roar of the great wave. The musical crashing of falling water encounters an epic soundtrack of new productions recorded in Pharrell Williams' Louis Vuitton studio in sync with the creation of the collection.
Models emerge from a wave, suspended in time yet with water still in motion, onto the sandy runway. Parked by the dunes of the show sits a chrome camper, reimagined through the future-facing design language of Pharrell Williams. The set places the elements that shape a water-guided nomadic life as a part of the hyper-sensorial performance.
Performance-infused tailoring fabrics are introduced to technical wetsuits. With their timeworn, weathered and mended characteristics, the archetypes and materials of the surfer's everyday wardrobe are conveyed through the artisanal alchemy of Louis Vuitton. Through Pharrell Williams' ongoing exploration of trompe l'oeil, familiar textures, shapes and staples are augmented with savoir-faire to create optical illusions revealed through touch.
Bringing the symbols of the sea to life, surface decorations are created with painstaking handwork. From acid colours to chequerboard motifs, graphics inspired by surf culture in turn pay homage to skateboarding: a formative and enduring influence for the Men's Creative Director.
Inspired by the collection, Louis Vuitton supports Coral Gardeners as part of its Regeneration 2030 sustainability roadmap to further reef restoration efforts in French Polynesia. The initiative will support the out-planting of 1,000 corals in the Tiaia restoration site and help restore 250 square metres of reef habitat in 2026.
Across 40 looks, Vaccarello explores restraint as seduction and the luxury of absence. The collection nods to figures who made restraint a virtue and omission a form of expression: Marguerite Duras, whose writing found meaning in what remained unsaid; Tina Chow, whose legendary style embraced reduction rather than excess; and the fictional Mr. Ripley, whose outward composure concealed a far more complicated interior life. These figures not only represent a devotion to reductivism, but their styles are rooted in fundamental simplicity.
Summer 2027 Men’s is not simply a rejection of stylistic maximalism. It is a rejection of our need to always know, always speak, always see. We have forgotten the pleasure of the unknown, the unseen and the unspoken.
This idea extends into the presentation itself. Models move through Fujiko Nakaya's Cloud #07156, but approach the fog with a choreographed performance. Emerging, disappearing and reappearing within a luminous landscape of mist, they become part of the work itself. Rather than lost in the haze, they confidently stroll through it. The installation is not a backdrop. It is an active participant in the collection’s narrative—another expression of absence, presence and desire.
