Petite Paulina – Tennis icons Rafael Nadal and Roger Federer are back in the spotlight—not for their on-court battles, but through a new campaign by luxury fashion house Louis Vuitton (LV). While the campaign aims to celebrate the dedication and friendship of these two legends, it has drawn sharp criticism from the public.
Titled “Core Values,” the campaign features Nadal and Federer posing atop a snowy mountain in the Dolomites, Italy, with Louis Vuitton’s signature backpacks. The imagery is meant to symbolize a journey to the “summit” as a metaphor for perseverance and achievement.
Louis Vuitton shared the photograph on Instagram with the caption:
“A legendary journey to the top. The Louis Vuitton Core Values campaign continues as a tribute to dedication and perseverance with tennis legends @rogerfederer and @rafaelnadal, celebrating friendship beyond sports.”
However, the campaign received mixed reactions on social media, with many fans criticizing the heavily edited appearance of the photo.
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Numerous comments questioned the authenticity of the image, suggesting it looked more like an AI-generated visual than an actual photograph.
“Is this really them, or just an AI creation?” one fan asked.
Another joked, “Rafa looks like he’s lost in a snowstorm.”
Some fans lamented the lack of genuine photographic essence in the campaign:
“Photography like this, overly processed, no longer feels real. We need more honesty in these visuals, not just digital manipulation.”
Annie Leibovitz, the celebrated photographer behind the campaign, also faced criticism. Social media users pointed out her excessive use of post-production effects, which they felt detracted from the natural beauty of the composition.
“Annie, tone down the effects. We want to see authentic beauty, not over-engineered visuals,” one netizen remarked.
Despite the controversy, the campaign remains a testament to the extraordinary journey of these two tennis legends. Their rivalry, which began in 2004, created unforgettable moments in sports history. Today, their relationship has evolved into a close friendship that transcends the boundaries of competition.
While the campaign has sparked debate, it highlights how these iconic figures continue to inspire people, both on and off the court.
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