Postcards from China.
No matter where your destination is, it’s all about finding the right travel companion and partner. Enter Louis Vuitton—a name that embodies the essence of luxurious travel. Renowned for its legacy as a master trunk maker, the French Maison continues to redefine elegance on the go. Introducing Louis Vuitton’s latest travel campaign: The Spirit of Travel.
For Louis Vuitton’s new Travel campaign, the French Maison explores the scenic views of Chinese landscapes, celebrating the spirit of adventure that lies within each journey. Lensed by American photographer Alec Soth, the campaign takes viewers on an adventure to discover the hidden gems of China. Known for his work on documentary realism and poetic artistry, the photographer boasts a series of achievements in his repertoire, with releases of over thirty books. For instance, “Sleeping by the Mississippi” (2004), “A Pound of Pictures” (2022), and “Advice for Young Artists” (2024).
Just like a soaring bird in the sky, the campaign highlights China as a cultural bridge and encourages us to move beyond the familiar narratives often presented in Western portrayals.
The campaign takes us to the legendary Lijiang River in Guilin, where its beauty lies in breathtaking mountain landscapes and more. Through every touching moment, the heart of the campaign showcases a series of its signature travel companions like the Monogram Horizon Luggage and Soft Keepall. Destined for every personality, these two icons make a stylish companion to any journey. For the chic yet adventurous, the Alzer luggage, Coffret Joaillerie, and Coffret Tresor are also displayed on bicycles crossing the Lijing River.
But the beauty of this campaign doesn’t stop at the Lijiang River. In the coming months, it will be unveiled with two more destinations: Zhangjiajie and Datong. Stay tuned.
Take a closer look at Louis Vuitton’s latest Travel campaign below:
