Fans mock the surreal photo of tennis legends, comparing it to AI imagery and questioning the need for heavy post-production.

Luxury fashion house Louis Vuitton has found itself at the centre of an online storm after releasing a highly stylised photo featuring tennis icons Rafael Nadal and Roger Federer. The image, part of the brand’s “Core Values” campaign, depicts the once-fierce rivals on a snowy peak in Italy’s Dolomites. It was meant to symbolise their enduring friendship, but the heavy editing left fans wondering if the duo had taken a detour to heaven.

The campaign, photographed by the renowned Annie Leibovitz, shows Nadal and Federer dressed in Louis Vuitton’s latest collection, each sporting sleek backpacks and casual smiles. The caption accompanying the photo read: “A legendary journey to the top. Louis Vuitton’s Core Values campaign continues as an ode to dedicated perseverance with tennis legends @rogerfederer and @rafaelnadal journeying together, transcending sporting rivalry and embracing companionship.”

However, what was intended as a tribute to perseverance quickly became the target of online humour. Comments poured in, with one user quipping, “Rafa is freezing,” while another asked, “Why does it look like they’re in heaven?” The surreal nature of the photograph led some to suggest it resembled AI-generated art rather than a genuine moment. “Nah, it looks AI-generated,” one commenter observed, while another teased, “How badly do you want this to look edited?”

Criticism extended beyond the campaign itself, with many pointing fingers at Leibovitz’s trademark post-production style. Known for her bold, sometimes exaggerated, use of editing, Leibovitz’s work has long divided opinion. “Annie needs to chill out with the post-production,” a frustrated fan noted, while another predicted that such over-processed photography may soon fall out of favour: “With AI on the rise, this kind of heavily edited look is going out of style. We want authenticity, not whatever this is.”

The campaign, launched in May, is designed to highlight “a journey beyond the physical, a commitment to excellence, and a transmission of dreams.” Yet, for many viewers, it missed the mark. The photo’s ethereal vibe, combined with the glossy perfection of Nadal and Federer’s appearance, left fans yearning for a more natural portrayal of the two beloved athletes.

Despite the backlash, the campaign aimed to capture something more profound than just a picturesque scene. Federer, in a behind-the-scenes clip, reflected on the symbolism of the campaign. “We’re sitting here on the peak of the mountain. I’m very proud and happy with my career and playing days, but I’m also so happy it’s over,” he said. Nadal, who recently received a standing ovation after officially retiring at the Davis Cup, has shared similar sentiments about the bond they’ve forged over the years.

Nadal and Federer’s rivalry began in 2004 at the Miami Open and culminated in unforgettable clashes like the epic 2019 Wimbledon final. Over nearly two decades, the pair played more than 40 matches, creating a legacy that transcended the sport. This campaign sought to encapsulate that legacy—two legends standing shoulder to shoulder, no longer competitors but companions.

Yet, it appears the grandiose vision behind the campaign clashed with public expectations. Fans seemed more interested in authenticity than in glossy perfection. “We want to see real moments, not something that looks like it belongs on a fantasy poster,” one user remarked.

Louis Vuitton has yet to respond to the wave of online reactions, but the backlash highlights a growing shift in public taste. As AI continues to influence art and photography, audiences seem increasingly drawn to raw, unfiltered imagery, valuing authenticity over stylised artifice. For Nadal and Federer, however, their bond remains unshakeable, no matter how surreal the backdrop.