Louis Vuitton Explores China in New Travel Campaign
by Adriano Batista
Louis Vuitton’s latest travel campaign takes viewers on a visual journey through China, reimagining travel as an experience rather than just a destination. Photographed by Alec Soth, the campaign highlights quiet beauty in lesser-known landscapes, moving beyond typical tourist views.
The series begins in Guilin, where the Lijiang River winds between dramatic limestone mountains. Louis Vuitton luggage appears naturally in these scenes: Monogram Horizon suitcases resting on wooden boats, Soft Keepall bags accompanying bicycle riders along river paths. The brand’s signature trunks and cases blend into the environment, suggesting travel as a seamless part of discovery.
Upcoming installments will feature Zhangjiajie’s towering sandstone pillars and Datong’s ancient sites, continuing this exploration of China’s diverse regions. Throughout the campaign, Louis Vuitton presents its luggage not just as travel accessories but as companions to meaningful journeys. The message is clear: true travel happens when we slow down and really see the places we visit.
Check it out below:
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