Louis Vuitton’s 2025 Travel Campaign presents a visually arresting meditation on the art of journeying, using China’s diverse landscapes as both backdrop and protagonist in a narrative that transcends conventional luxury advertising.

The 2025 Travel Campaign unfolds across Guilin’s ethereal Lijiang River region, where mist-shrouded karst mountains and mirror-still waters create a dreamlike setting for the brand’s iconic travel pieces. Through the perspective of both aerial vistas and intimate ground-level compositions, the imagery elevates luggage from functional objects to silent companions in transformative voyages.

Louis Vuitton spotlights key pieces in this campaign like the Monogram Horizon suitcase and Soft Keepall, which appear organically integrated into scenes of traditional pirogues and riverside bicycles. The campaign also includes specialized cases like the Coffret Joaillerie and Coffret Trésor.

Image Credit: Alec Soth