The Diagnosis: The Flattening of the Human Premium

Louis Vuitton’s recent campaigns with Kylian Mbappé and Jude Bellingham are a masterclass in Value Erosion. Furthermore it is a superficial approach that promotes image rather than character. By focusing exclusively on the "Superstar Image," the brand has missed the very thing that makes these men remarkable: their character, their technical discipline, and their genuine concern for others. LV has taken two of the most complex "Human Assets" in global culture and reduced them to generic billboards, proving that the brand is currently prioritizing Surface over Substance.

The Analysis: The Failure to See the Asset

This analysis deconstructs why "Glossy Marketing" is the enemy of "High-Value Authority."

• Character Erasure: We analyze how LV’s clinical, high-fashion lens strips away the humanity of these athletes. Instead of showcasing the grit of their journey or their leadership off the pitch, the campaign treats them as interchangeable clothes-hangers.

• The Identity Void: When you ignore what makes an individual special, you aren't "elevating" them—you are commodifying them. We examine how this superficiality leaks into the brand itself, signaling a shift from a house of Expertise to a house of Image.

The Insight: The Cost of Disconnection

A clinical look at why "Remarkability" requires depth. For a brand to command a premium, it must recognize the "Human Premium" in others. By failing to tell the real story of Mbappé and Bellingham, LV has created a campaign that is "Perfect" but "Forgettable." In the Gray Sea, a pretty image is just noise; character is the only thing that actually converts.