WITH Le Voyage des Lumières, Louis Vuitton ushers in the Christmas season harnessing the metaphorical and literal potency of light to signal hope, optimism and connection during the darkest days of the year.
The lustrous campaign marries the label’s distinct French design philosophy with the enjoyment sparked by partaking in wintry activities — from trudging through snow-blanketed trails and gazing at the changing skies, to playing board games with loved ones against the warmth of a blazing bonfire.
Louis Vuitton 2025 Holiday Campaign
Louis Vuitton 2025 Holiday Campaign
Directed and documented by Jonas Lindstroem, the evocative campaign’s visual narrative begins in Asnières, the birthplace of the heritage house. A Malle Courrier emerges from the Louis Vuitton workshops, and with it, a lantern is released into the foreboding night sky.
The journey continues in Paris — the city of light — where a spectrum of luminosity is revealed through the Northern Lights. The camera then pans to an idyllic snowy landscape framed by mountain ridges, a thicket of festive fir trees, a frozen lake and the pièce de la résistance: Louis Vuitton leather goods.
Louis Vuitton 2025 Holiday Campaign
Louis Vuitton 2025 Holiday Campaign
An assortment of Louis Vuitton pieces curated to pique gift-purchasing inspiration ensues — including the brand’s coveted monogrammed My Capucines and Speedy handbags, Side and Music trunks, the Damier fine jewellery collection and a stylish line of Attrape-Rêves scents.
Louis Vuitton 2025 Holiday Campaign
Louis Vuitton 2025 Holiday Campaign
The spellbinding Voyage des Lumières then pivots back to Paris, concluding at the capital’s Pont Neuf. There, a procession of lanterns soars over the Seine, alluding to the sense of spectacle and splendour that surrounds the cherished traditions (and considerate gifts) of the holiday season.
by Ella O’Gorman