Louis Vuitton is pleased to unveil its new Travel Campaign, a poetic reflection on journeys set against the beautiful views of Chinese landscapes.
Here, the world is seen through the eyes of a soaring bird or the silent observations of a trusted travel bag. More than a journey, this campaign captures that contemplative essence while travel becomes a transformative odyssey, and an invitation to uncover hidden beauty.
This year’s campaign highlights China as a cultural bridge through the lenses of American photographer Alec Soth. Renowned for his signature fusion of documentary realism and poetic artistry, evidenced in his extensive bibliography of over thirty books—including “Sleeping by the Mississippi” (2004), “A Pound of Pictures” (2022), and “Advice for Young Artists” (2024)—Soth has been honored with a Guggenheim Fellowship and other prestigious distinctions.
The campaign’s images and video invite viewers to discover the country’s lesser-known gems and move beyond the familiar narratives often presented in Western portrayals.
The journey begins along the legendary Lijiang River in Guilin, where the campaign embarks on an immersive exploration of the serene Southern region. Viewers will discover a panorama of lakes mirrored against a breathtaking mountain landscape. Through meticulous design and unparalleled craftsmanship, Louis Vuitton luggage elevates the travel experience as showcased by the Monogram Horizon luggage and Soft Keepall elegantly poised on the flat pirogue. In the same spirit, they encourage exploration of new horizons with both style and purpose through the Alzer luggage, Coffret Joaillerie, and Coffret Tresor perched on bicycles crossing the Lijing River. Two more destinations, Zhangjiajie and Datong, will be unveiled in the coming months as part of the travel Campaign featuring Chinese landscapes.
The Travel Campaign will launch in display on July 1st, in print insertions starting July 5th and on Louis Vuitton local socials on July 8th and global socials on July 24th.
photographer @Alec Soth @littlebrownmushroom
Credits: © Courtesy of Louis Vuitton
