Honestly, the fashion world moves so fast that a campaign from last season usually feels like ancient history by the time you're actually wearing the clothes. But the Zendaya Louis Vuitton campaign in the Italian Riviera is one of those rare moments that just refuses to quit. It didn't just sell bags; it basically redefined what "quiet luxury" looks like when you inject it with a heavy dose of surrealism and high-wattage star power.
If you scrolled through Instagram or TikTok at any point during the Resort 2025 launch, you saw it. Zendaya, towering like a literal sun-kissed giant over the pastel-colored umbrellas of Portofino. It was weird. It was beautiful. And it was exactly what the brand needed to cement her as the ultimate Louis Vuitton muse.
The Surrealism of "Summer Odyssey"
Usually, when a brand shoots in the Italian Riviera, you get the same old shots: a model sipping an espresso, a boat in the background, maybe some lemon trees. Groundbreaking, right? But Nicolas Ghesquière—who’s been steering the LV ship with his specific brand of "clunky futurism" for over a decade—decided to go another way.
He teamed up with photographers Inez & Vinoodh to create something called "Summer Odyssey." Instead of Zendaya just walking down a cobblestone street, they made her "larger-than-life." In some shots, she's literally taller than the cliffside villas. It feels like a fever dream you’d have after falling asleep on a yacht under the Mediterranean sun.
Who was the team behind the magic?
- Photographers: Inez van Lamsweerde and Vinoodh Matadin.
- Stylist: The legend himself, Law Roach.
- Art Direction: Lina Kutsovskaya of BeGood Studios.
- Glam Squad: Ursula Stephen (hair) and Ernesto Casillas (makeup).
This wasn’t just a random booking. This was a strategic takeover. Since joining as an ambassador in 2023, Zendaya has been the bridge between the heritage of the French house and a younger, cooler audience that cares more about the look than just the logo.
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Breaking Down the "Riviera Chic" Wardrobe
The clothes in this campaign weren't just for show. They were a masterclass in how to look like you own the coast without trying too hard. We’re talking about fluid cuts and what the brand calls "refined essentials."
There was this one specific look—a short black dress with delicate embroidery—that basically broke the internet. She paired it with simple leather tong sandals. It was the kind of outfit that says, "I might be going to a gala, or I might just be getting gelato." That’s the Zendaya effect. She makes $10,000 outfits look like something she just threw on to go for a walk.
But let's talk about the real stars: the bags.
The Bags That Defined the Campaign
If you're looking to invest in a piece of this era, the Capucines bag is the one. Named after the Rue Neuve-des-Capucines (where Louis Vuitton opened his first shop back in 1854), it’s the ultimate "grown-up" bag.
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In the Italian Riviera campaign, they gave it a vacation makeover. You saw it in:
- Natural Wicker: A mix of structured leather and breezy straw that screams "South of France."
- Supple Mahogany Leather: For those "Summer Nights" vibes the collection aimed for.
- The Side Trunk: A more casual, slouchy take on the classic trunk shape.
People often ask if these campaigns are just photoshopped fluff. Kinda, yeah—the "giant Zendaya" thing was obviously a digital trick—but the craftsmanship of the Capucines is very real. Zendaya herself has mentioned in interviews that she loves the durability. She’s joked about not being the most responsible bag owner and needing something that can actually handle being "thrown around" while still looking luxe.
Why Portofino?
Location is everything. The Italian Riviera—specifically the stretch around Portofino—has this built-in sense of old-world glamour. It’s the land of the Slim Aarons aesthetic. By placing Zendaya there, Louis Vuitton wasn't just selling a resort collection; they were selling the idea of escape.
It’s interesting because Ghesquière actually debuted the Resort 2025 runway show at Park Güell in Barcelona. That show was all about Gaudí and sharp, architectural lines. But for the campaign, they softened it up. They traded the Spanish stone for the Italian sea. It was a smart move. It made the high-fashion, almost "costume-y" pieces from the runway feel wearable and aspirational.
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Addressing the "Law Roach" Factor
You can't talk about Zendaya and Louis Vuitton without mentioning Law Roach. There was so much drama a couple of years ago when Law "retired" from celebrity styling. People thought there was a rift. Some even blamed the LV deal!
But seeing him lead the styling for this campaign put all those rumors to bed. Their partnership is more of a creative marriage than a business arrangement. Law knows exactly how to use Zendaya's proportions—those "statuesque" lines the critics keep raving about—to make the clothes pop. In the Riviera shots, he leaned into her "godzilla-like" presence (as some outlets jokingly called it) to create a sense of dominance. She isn't just visiting the Riviera; she owns it.
The Actionable Takeaway: How to Channel the Vibe
You don’t need a private jet to Portofino or a $7,000 wicker bag to get this look. The core of the Zendaya Louis Vuitton campaign Italian Riviera aesthetic is actually pretty simple to replicate if you focus on the right elements.
- Mixed Textures: Pair something structured (like a leather belt or bag) with something organic (like linen or wicker). That contrast is what makes "Resort" style work.
- The "Giant" Accessory: If your outfit is simple, go big on the sunglasses. The campaign featured shades with gold-colored hinges modeled after historic trunk locks. Look for hardware that feels heavy and intentional.
- Effortless Hair: Forget the stiff blowouts. The campaign favored polished but "unfussy" hair. Think "just off a boat" but without the frizz.
- The Color Palette: Stick to the "Tuscan Flower" theme—deep reds, earthy browns, and crisp whites.
At the end of the day, this campaign worked because it didn't take itself too seriously. It embraced the "tongue-in-cheek fantasy" of fashion. Whether she’s sitting front row at the Louvre (like she did for the Spring/Summer 2026 show) or looming over a beach in Italy, Zendaya remains the ultimate bridge between the past and the future of the Maison.
If you're looking to shop the collection, keep an eye out for the "High Summer" drops. While the main Resort pieces hit boutiques early, the specific Riviera-inspired accessories—like those wraparound chain belts—often have a staggered release. Check the official Louis Vuitton site for the "Summer Odyssey" availability, as many of the wicker Capucines are limited edition and disappear from the secondary market almost immediately.