Louis Vuitton's latest 'Core Values' campaign honoured the illustrious careers of Tennis icons Roger Federer and Rafael Nadal. Captured by the renowned Annie Leibovitz, the stunning image features these two tennis legends resting at an elevated 3,000 meters in the breathtaking Italian Dolomites, showcasing their stylish outfits in timeless Louis Vuitton fashion.
Nadal-Federer's conversation during the Campaign
In the campaign, Nadal and Federer enjoyed the scenic moment, with Nadal sporting the Monogram Eclipse backpack and Federer donning the Monogram Christopher backpack. As they absorb the scenery from the summit together, the imagery symbolizes the final phase of their careers.
“In my career, I achieved more than I ever dreamt of, so at the end of the day, the legacy in terms of human beings is the most important value," said Nadal.
“As our tennis careers come to a close, we’re working together on something like this—it’s been an incredible journey. Being at the top of the Dolomites feels symbolic in many ways. It really captures what this moment means to us— something truly special and meaningful,” said Federer
The photo faced backlash from the fans
The photo garnered some negative attention among fans online, with many humorously commenting on the 'too-much' editing of the tennis icons' image. Some observers noted that Nadal appeared to be quite chilly in the shot, while others playfully speculated about whether the duo had just arrived in heaven. Additionally, some fans expressed concerns about the authenticity of the campaign, suggesting that the heavy editing bore similarities to AI-generated images.
“Rafa is freezing,” joked one.
“Why does it look like they’re in heaven?” another added.
“Nah it looks AI generated,” a commenter wrote.
“How badly do you want this to look edited." one asserted.
Some fans even took a dig at the photographer stating such photography wouldn't elevate the standards of the brand.
“Annie needs to chill out with the post-production,” one person noted.
“Overprocessed photography like Annie Leibovitz’s stuff is really going to go out of fashion with the rise of AI." another added.
“This looks so bizarrely unreal. We want authenticity from photography, not whatever this is.” one lamented.