Louis Vuitton’s new travel campaign takes flight across Chinese terrain, capturing poetic stillness and the spirit of adventure through the lens of celebrated photographer Alec Soth. The campaign’s narrative unfolds through aerial and still-life imagery that dramatize the sensory nature of travel — from the gaze of a bird in motion to the silent presence of an elegant Louis Vuitton travel bag. At its heart, this new travel campaign seeks to reframe travel as a meditative journey and an invitation to rediscover hidden beauty.

Set against the striking backdrops of Guilin’s Lijiang River, with future visuals promised from Zhangjiajie and Datong, the campaign spotlights China as a cultural bridge. Featured products include the ‘Monogram Horizon’ luggage and ‘Soft Keepall’ — floating on riverboats — and the ‘Alzer’ trunks and ‘Coffrets’ perched on bicycles. The rollout begins in July across print and social platforms, reinforcing the Maison’s storied legacy of turning travel into art.

Image Credit: Louis Vuitton