The Louis Vuitton 2025 Travel campaign is a poetic reflection on journeys set against the beautiful views of Chinese landscapes. More than a journey, this campaign captures that contemplative essence while travel becomes a transformative odyssey, and an invitation to uncover hidden beauty.

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.

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 book. 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.