The British actor leads Louis Vuitton’s Buttersoft sneaker campaign, building on his partnership since the shoe’s Fall 2025 runway debut.
Callum Turner’s latest role is not on screen but in Louis Vuitton’s studio, where he clutches, balances, and even lounges with the Buttersoft, the men’s sneaker introduced under Pharrell Williams for Fall 2025. The pictures read like outtakes from a fashion séance: Turner seems to channel the shoe’s relaxed attitude rather than merely model it.
The Buttersoft is built from Italian-tanned leather softened to a pastry-fold finish, then set on a Damier-pattern rubber sole. Twenty-four colorways, from sugar-cube white to lacquer red, carry understated LV logos on the side and Pharrell’s “Phriendship” caricature on the tongue. Hand-painted edges, enchape patches, and a cheeky lobster motif hidden at the heel nod to Vuitton’s leather-goods codes.
First shown on the January runway at the Louvre, the sneaker lifts cues from early-2000s hip-hop footwear and vintage track shoes while keeping the polish Pharrell calls “dandy athletic.” The mix feels current rather than nostalgic, making soft structure the season’s talking point instead of overt bulk.
Turner’s appointment as house ambassador predates this campaign, yet these images push the partnership further. His casual grip on the shoe suggests ownership more than endorsement, a subtle reminder that authenticity rates higher than hype in Vuitton’s marketing playbook.
The Buttersoft opens for pre-order on Louis Vuitton’s site and app beginning June 16 and reaches flagship stores worldwide on July 10, priced at about $1,200.
