This new Louis Vuitton Spring 2014 ad campaign conjures the original “Spirit of Travel” for the next generation. Shot in South Africa by Peter Lindbergh, the ad was styled by Carine Roitfeld, and stars models Karen Elson and Edie Campbell.

Louis Vuitton’s campaign shows models strolling alongside leopards and feeding giraffes. This campaign and travel brochure gives the viewer an idea of where to take Louis Vuitton’s luggage, while reminding consumers of the brand’s travel heritage.

As a fashion label with deep travel heritage, Louis Vuitton has a history of depicting its products set against tranquil landscapes. According to Elle, the “Spirit of Travel” tagline was previously used by Vuitton during an historic collaboration with photographer Jean Larivière. The brand’s original campaign spanned more 30 years and was shot in 17 different countries, from Greenland to Yemen.

The advertisements feature the Resort and Spring collections which were the last designed by Marc Jacobs and will be fully released in April 2014.