Louis Vuitton embarks on a poetic journey through China’s landscapes to explore the meaning of travel
What is the true essence of travel? For Louis Vuitton, this question has long served as both a creative compass and narrative foundation. From global expeditions to hidden natural sanctuaries, the Maison has been unfolding an ongoing exploration of this theme. Now, LV turns its gaze to China, embarking on a new chapter that fuses Eastern aesthetics with timeless craftsmanship.
In its latest campaign, Louis Vuitton partners with renowned American photographer Alec Soth to venture into three of China’s most iconic and culturally resonant landscapes: the ethereal Li River in Guilin, the majestic peaks of Zhangjiajie National Forest Park in Hunan, and the historic Hanging Temple in Datong, Shanxi. Through Soth’s signature blend of realism and lyrical composition, Louis Vuitton's iconic trunks and travel pieces are quietly woven into the scenery, becoming storytellers in their own right.
The journey begins in Guilin, where the campaign adopts a restrained yet deeply emotive visual language. Against the backdrop of misty karst mountains, bamboo rafts, and cormorants gliding over the water, LV products—ranging from hard-shell trunks and travel bags to jewelry cases and organizers—are subtly placed to harmonize with the landscape. In this poetic tableau, the brand’s philosophy of travel—where elegance meets utility—is vividly brought to life.
This visual narrative has transcended traditional campaign formats. The Guilin series now graces airport billboards in cities like Shanghai and Nanjing, appears in prominent outdoor shopping districts, and takes center stage in Louis Vuitton store window displays, each wrapped in scenic “landscape skins.” In doing so, LV has not only brought the wonder of nature into urban spaces but also created immersive consumer experiences that bridge imagination and commerce.
Louis Vuitton’s storytelling has long been grounded in the spirit of travel. By situating its heritage within diverse cultural contexts, the brand continues to craft localized, resonant narratives for global audiences. In each carefully composed frame, its travel pieces emerge as visual anchors—objects of movement that embody the Maison’s enduring interpretation of what it means to explore.
With this campaign, Louis Vuitton offers more than just a scenic journey. It delivers a nuanced cultural statement, transforming brand communication into a sustained dialogue with nature, art, and the human experience. In this evolving narrative, the act of traveling becomes a canvas for timeless expression.
