Louis Vuitton campaign

Louis Vuitton has unveiled its new advertising campaign L’Âme du Voyage (“The Spirit of Travel”), captured by American photographer Alec Soth. The visual journey begins along the misty banks of the Li River in Guilin, continues at the Hanging Temple of Xuankong Si in Datong, and concludes amid the rocky forests of Zhangjiajie. From the iconic Monogram Horizon suitcases to vintage Alzer trunks, the brand’s emblematic luggage and bags take center stage in this new campaign – one that presents China not as a tourist postcard, but as a space for contemplation and discovery.