Messi and Ronaldo’s Louis Vuitton chess match becomes Instagram’s most liked image ever
By Alex James Taylor | Fashion | 22 November 2022

The World Cup 2022 has officially kicked off, and there’s already been surprises, shocks and sensational goals. But two greats stand at the centre of the narrative at this year’s event: Lionel Messi and Cristiano Ronaldo. Both starring in their fifth and potentially last World Cup, both are determined to bring back the trophy to their respective countries: Argentina and Portugal.

Louis Vuitton has honoured these two GOATs through the fashion house’s latest campaign. Titled Victory is a State of Mind and photographed by Annie Leibovitz, the imagery shows Messi and Ronaldo sitting over a game of chess played out on a Louis Vuitton Damier attaché case – a generational nod to Leibovitz’s 2010 Louis Vuitton Brand Campaign that featured football legends Maradona, Pele and Zidane. Here, Ronaldo and Messi are perfectly poised mid-way through their game, which was positioned by Bruce Pandolfini, the expert consultant on the Queen’s Gambit, so neither star could win the game.

Needless to say, the internet reacted in its masses, making it the most-liked photo ever posted on Instagram, hitting over 70 million likes collectively across Messi and Ronaldo’s accounts. We can only hope that Argentina and Portugal meet at some point during their World Cup journeys to bring this meeting of superstars to the football pitch.

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