July 3rd, 2025 – Louis Vuitton has unveiled its newest travel campaign—a sweeping tribute to the enduring poetry of travel, this time set against the majestic backdrops of China’s most evocative landscapes. Shot by award-winning American photographer Alec Soth, the campaign quietly challenges convention, exchanging postcard clichés for something more intimate, contemplative, and soulfully cinematic.
At the center of this project is a creative reimagining of China not merely as a destination, but as a state of discovery. From the limestone peaks of Guilin to the tranquil waters of the Lijiang River, the campaign opens with a series of vignettes that capture quiet, often-overlooked moments. Monogram Horizon suitcases drift serenely on pirogues; Soft Keepalls rest beside bicycles ferrying treasures across mirrored lakes. This isn’t escapism—it’s exploration, framed with intention.
Soth, known for blending documentary photography with lyrical narrative, brings his nuanced perspective to the campaign. With a body of work that includes acclaimed photobooks like Sleeping by the Mississippi and A Pound of Pictures, the Guggenheim Fellow’s gaze remains unhurried, and at times, near-spiritual. His images for Louis Vuitton are not just about luxury—they’re meditations on place, memory, and the passage of time.
In this campaign, China becomes more than an aesthetic backdrop; it becomes a narrative co-author. The quiet symbolism of the journey—a bicycle carrying Alzer trunks, or a Coffret Joaillerie nestled between the handlebars—tells a story about timelessness, craftsmanship, and the joy of uncovering the unexpected.
At the core of Louis Vuitton’s heritage lies its dedication to travel—an ethos that extends beyond functionality into the realm of artistry. The campaign showcases signature pieces like the Monogram Horizon, Alzer trunks, and Coffret Trésor, each item serving as both a vessel and visual anchor for the story being told.
The choice of locations is equally intentional. The launch begins with the southern region of Guilin, known for its lyrical karst formations, and will expand over the coming months to include Zhangjiajie and Datong—lesser-known but deeply resonant destinations that invite viewers to rethink traditional narratives of China as seen through a Western lens.
The campaign officially launched on July 1, with print appearances scheduled to begin July 5, followed by local social activations on July 8. A global rollout will follow on July 24 across Louis Vuitton’s digital platforms.
For the Maison, this is more than a campaign. It is a reminder that travel, when undertaken with artistry and purpose, becomes something transcendent. Through Alec Soth’s lens, Louis Vuitton reaffirms its legacy of redefining how we journey—and what we choose to see along the way.