Louis Vuitton unveils its 2025 Travel Campaign, embarking on an evocative journey through China’s breathtaking landscapes. Captured through the lens of acclaimed American photographer Alec Soth, the campaign offers a poetic reflection on travel as both a transformative odyssey and an invitation to uncover hidden beauty beyond familiar narratives.

This season, the journey begins along the legendary Lijiang River in Guilin, immersing viewers in the serene Southern region with panoramas of shimmering lakes set against dramatic mountain backdrops. The visuals shift seamlessly between sweeping aerial shots resembling the gaze of a soaring bird and grounded perspectives from the brand’s iconic travel pieces, evoking the silent wisdom of a trusted companion.

Highlighting Louis Vuitton’s meticulous design and exceptional craftsmanship, the campaign features the Monogram Horizon luggage and Soft Keepall elegantly poised on a flat pirogue. Additional scenes showcase the Alzer luggage, Coffret Joaillerie, and Coffret Trésor perched on bicycles crossing the Lijiang River—emphasizing travel with purpose, heritage, and timeless style.

Alec Soth’s signature fusion of documentary realism and poetic artistry reveals lesser-known corners of China, positioning this campaign as a cultural bridge that connects viewers to the country’s authentic spirit. Through this new chapter, Louis Vuitton continues to redefine the art of travel, transforming each journey into an unforgettable narrative.