Lensed by celebrated image maker Cho Gi-seok, Louis Vuitton’s Pre-fall 2024 collection is a vision of chromatic wonder that blooms increasingly bolder as the sun sets.

Just as Louis Vuitton debuted its Pre-fall 2024 collection on the infamous Avenue of Stars, this series of images by photographer Cho Gi-seok walks you through Pharrell’s master vision for the pre-season collection as a playful colour story. Every time the sky changes colour, a new assortment of floral embellishments and appliqués are matched, complete with the neighbouring waters (similar to that of the Victoria Harbour) flowering a lucid sense of calm that grows stronger, deeper into the night.

Photography CHO GI SEOK
Art Direction CONVOY
Stylist Matthew Henson
Models Abas Abdirazaq, Eden Huang, Sam Owen, Wu Guoqiang, Samuel Mendes
All Clothing & Accessories Louis Vuitton