Cover Louis Vuitton’s latest travel campaign is poetically captured amid the breathtaking scenery of the Lijiang River, seen through the lens of photographer Alec Soth (photo: Louis Vuitton)
Louis Vuitton’s latest travel campaign is poetically captured amid the breathtaking scenery of the Lijiang River, seen through the lens of photographer Alec Soth (photo: Louis Vuitton)
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Louis Vuitton has just launched its new travel campaign, turning every trip into a poetic visual symphony where travel is a journey of soul and self.
The latest Louis Vuitton campaign tells a story of exploration through lyrical perspectives of China’s majestic natural landscapes of sweeping rivers, misty peaks and tranquil plains. At times, it follows the gaze of a bird gliding freely across the sky; at others, the quiet, watchful eye of a timeless companion: the travel trunk. More than a passage from place to place, this is a meditative journey, an invitation to pause, reflect and notice the beauty that lives within the everyday, where each step uncovers the extraordinary hidden in the ordinary.
See more: The Shape of Memory: Humberto Campana’s Dreamwork with Louis Vuitton
Above The campaign is seen through the lens of American photographer Alec Soth (photo: Louis Vuitton)
The campaign is seen through the lens of American photographer Alec Soth (photo: Louis Vuitton)
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With China as the cultural compass, the campaign is seen through the lens of American photographer Alec Soth, renowned for his signature blend of realism and poetic nuance. Throughout his career, he has published over thirty photographic works, including Sleeping by the Mississippi (2004), A Pound of Pictures (2022) and Advice for Young Artists (2024). A Guggenheim Fellow and recipient of multiple prestigious honours, Soth offers a view of China that moves well beyond the imagery shaped by a Western gaze, revealing stories and corners that often go unnoticed.
The Alzer, Coffret Joaillerie and Coffret Trésor trunks make a poetic appearance atop a bicycle crossing the Lijiang River (photo: Louis Vuitton)
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The journey begins along the legendary Lijiang River in Guilin, offering a serene encounter with the peaceful southern terrain. Here, still waters mirror towering peaks, painting a landscape worthy of a classical ink wash. In this setting, the Maison’s emblematic travel trunks make their presence felt not merely as luggage, but as expressions of exceptional craftsmanship and refined design. On a dugout canoe, the Monogram Horizon and Soft Keepall lines drift with understated elegance, quietly immersed in the surroundings. In a charming scene, the Alzer, Coffret Joaillerie and Coffret Trésor trunks ride on the back of a bicycle crossing the river, suggesting, with a hint of romance, a journey in search of new perspectives.
The campaign is set to continue with new chapters in Zhangjiajie and Datong, to be unveiled over the coming months as the narrative unfolds across China’s vast and varied landscapes.
