Campaign Overview
"The Monogram Garden" is a conceptual public relations campaign for Louis Vuitton’s Spring/Summer 2025 season. Developed as a strategic PR initiative, it bridges heritage craftsmanship with natural transformation—reimagining the iconic Louis Vuitton monogram as a living symbol, gradually overtaken by flora, time, and narrative.
This activation transforms the monogram into a metaphor: for emotional permanence, cyclical legacy, and the quiet beauty of ritual decay. More than a traditional PR campaign, The Monogram Garden becomes a living archive that honors the passage of time, the imprint of memory, and the evolving relationship between nature and luxury.
Collection Visual Mock-up
Strategic Objective
To reaffirm Louis Vuitton’s global leadership in narrative-driven luxury by elevating the Maison’s monogram as a symbol of emotional permanence and organic transformation.
SMART Goal:
Increase top-tier editorial coverage by 25% and digital engagement (saves, shares, click-throughs) by 15% across Instagram and TikTok within 60 days of launch in three primary markets
Target Audience
This campaign speaks to a global luxury consumer with a refined emotional and aesthetic sensibility.
Demographic:
Affluent men and women, aged 24–39, living in cultural capitals (Paris, New York, Tokyo).
Psychographic Profile:
These consumers value timeless design, sensory experiences, and narrative depth. They view fashion not as a trend but as an autobiography. Their style decisions are anchored in meaning, memory, and personal ritual.
