Louis Vuitton unveils new Travel Campaign, a journey to the heart of Chinese landscapes

Louis Vuitton has rolled out a new Travel Campaign, a poetic celebration of journeys through Chinese landscapes.

More than a journey, the Maison’s campaign captures the contemplative essence of travel, where each stage becomes a personal odyssey and an invitation to discover hidden beauty. 

Photographed by Alec Soth, renowned for his signature fusion of documentary realism and poetic artistry, the campaign highlights China as a cultural bridge, far beyond familiar narratives. Honored by a Guggenheim Fellowship with over 30 books to his name, Alec Soth reveals lesser-known inspiring panoramas.

The journey begins along the Lijiang River in Guilin with breathtaking lakes mirroring mountain landscapes. Iconic Louis Vuitton pieces – from the Monogram Horizon to the Soft Keepall, the   Alzer luggage to the Coffet Joaillerie and CoffretTrésor – embody the Art of Travel embodied by the Maison since 1854, a sublime alliance of elegance, functionality and exceptional savoir-faire.

Two more destinations, Zhangjiajie and Datong, will enrich the campaign in the coming months, continuing a visual and cultural exploration that melds innovation, heritage and superb craftsmanship.