Louis Vuitton melds streetwear, high fashion with new footwear

June 20, 2025

The company is merging multiple clothing concepts with its new creation. Image courtesy of Louis Vuitton

French fashion house Louis Vuitton is embracing dandyism with its latest drop.

This week, the brand unveiled its latest footwear design, the LV Buttersoft Sneaker, accompanied by a new campaign featuring British actor and brand ambassador Callum Turner. Designed by menswear creative director Pharrell Williams, the new release is a fixture of the upcoming fall/winter 2025 collection and melds inspirations from haute couture and street culture.

Hit the pavement
For the promotional initiative, the brand released a series of portraits of its ambassador and a behind-the-scenes featurette captured on set.

Each of the stills showcases Mr. Turner against a white backdrop and floor, posing with various versions and colorways of the LV Buttersoft Sneaker. The talent pairs the showcased footwear with staples of streetwear, such as denim jackets and pants, alongside branded Louis Vuitton t-shirts and sweaters.

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Mr. Turner’s partner, Albanian singer-songwriter Dua Lipa, has also been active in the luxury space, fronting the debut of French fashion house Chanel’s latest handbag earlier this year (see story).

The LV Buttersoft Sneaker itself is crafted from high-quality leather, which it takes its name from. It features two embossed Louis Vuitton monograms across the side and upper of the shoe, while the tongue includes an image of “Phriendship” – a silhouette of Mr. Williams’ face.

Through the design, the brand looks to embrace the concept of dandyism, which recently served as the theme of the 2025 Met Gala. The footwear combines codes of traditional formal dress with elements of 1960s sportwear and modern streetwear, especially within the hip-hop community.

The shoe’s rubber sole is textured with the maison’s Damier pattern. Image courtesy of Louis Vuitton

As a reference to Japanese fashion designer Nigo, who co-created the fall/winter 2025 men’s collection, the back of the LV Buttersoft Sneaker is adorned with a hidden embossed lobster.

Pre-orders for the LV Buttersoft Sneaker, including its 24 variations across several colorways and patterns, are now open on the Louis Vuitton website and app, with the design’s global launch planned for July 10.

Leaving a mark
The release comes as the maison seeks to expand its cultural footprint across multiple verticals this summer.

In the fashion space, the label recently welcomed acclaimed American actor Jeremy Allen White as its latest brand ambassador, giving the brand a platform with an influential film and television star (see story).

The company is linking up with stars from various industries to bolster its global brand. Image courtesy of Louis Vuitton

Furthering its reach in the culinary space, the brand brought back its Michelin-starred Arnaud Donckele and Maxime Frédéric at Louis Vuitton Restaurant in Saint Tropez, which will remain operation through September (see story).

Just days ago, Louis Vuitton announced its partnership with Spanish sports club Real Madrid, with Mr. Williams crafting exclusive formalwear and formal travel wear collections as a part of the deal (see story).

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