Louis Vuitton launches travel campaign

Louis Vuitton has launched a new travel campaign in China, captured by photographer Alec Soth. The first chapter of the shoot took place along the Li River in Guilin, set against a backdrop of misty mountains, rolling hills, and traditional wooden boats. Iconic trunks and bags from the brand appear throughout the images. The campaign aims to present China beyond well-worn tourist clichés. Upcoming locations include Zhangjiajie and Datong. The launch started on July 1 with outdoor advertising, followed by the distribution of print materials on July 5. Social media promotion will launch in China on July 8 and globally on July 24.