Buckle up, Louis Vuitton is all in for the detour. Just days after unveiling its striking cruise ship-shaped flagship in Shanghai, named The Louis, the Maison launches its latest Travel campaign, an intimate visual take on modern travel.
Set against the serene landscapes of China, the images invite viewers to see the country through a different lens: lesser-known scenes and everyday stillness captured along the Li River. Inspired by quiet observations, whether seen from above, like the gaze of a bird in flight, or through the still presence of a travel trunk, the campaign captures a more contemplative essence of travel.
Shot by acclaimed American photographer Alec Soth, the first chapter of the campaign unfolds in the dreamlike landscape of Guilin, framed by the region’s distinctive limestone peaks. Bamboo rafts and stone paths carry Louis Vuitton pieces, from the Monogram Horizon to the Soft Keepall, alongside cormorants and aboard a canoe. In the same spirit, viewers are encouraged to explore new horizons with style and purpose through the Alzer, Coffret Joaillerie. Their presence in everyday scenes underscores the Maison’s commitment to craftsmanship and its ability to bring elegance into any setting.
Louis Vuitton describes the campaign as an invitation to uncover the hidden beauty of often-overlooked places, making the journey about visual and personal exploration rather than a conventional itinerary. They also emphasise its intention to move away from the familiar narratives typically found in Western portrayals of China, focusing instead on quieter scenes and lesser-known locations.
Known for his large-format photography that blends documentary realism with lyrical depth, Alec Soth brings a profound sensitivity to the project. A member of Magnum Photos and recipient of the Guggenheim Fellowship, Soth has published over thirty books, including Sleeping by the Mississippi (2004), A Pound of Pictures (2022), and Advice for Young Artists (2024).
Future chapters of the campaign will spotlight other Chinese regions, with Zhangjiajie famed for its towering sandstone pillars, and Datong, a historical city rich in cultural heritage.
