The French fashion house Louis Vuitton has released Le Voyage des Lumières, a campaign that brings its travel heritage to life through an enchanting visual journey.
The campaign launched digitally on November 7th and features a cinematic film directed and photographed by Jonas Lindstroem. His minimal yet poetic aesthetic has previously captivated audiences for Hermès, De Beers, and Audemars Piguet.
Jude Bellingham continues his broader partnership with Louis Vuitton as a Friend of the House, appearing in the brand’s Spring/Summer 2026 Formalwear collection. However, the Holiday 2025 campaign takes a different creative direction.
The film begins at Asnières, home to Louis Vuitton’s historic workshops, where a meticulously crafted Malle Courrier trunk serves as the starting point. A lantern emerges from within the trunk and ascends into the Parisian sky, transporting viewers into a winter landscape illuminated by the shimmering colors of the northern lights.
This luminous motif is inspired by the Yi Peng lantern festival in Chiang Mai, Thailand, where thousands release rice paper lanterns called “khom loi” into the night sky as offerings to Buddha.
The campaign unfolds through scenes of conviviality and quiet intimacy. People gather around a crackling fire beside the Malle Kennel, playing backgammon and listening to music. Meanwhile, a couple shares a romantic moment on the shores of a frozen lake.
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The journey culminates in a spectacular return to Paris, where countless lanterns illuminate the night sky above the historic Pont Neuf bridge near Louis Vuitton’s headquarters. The final scene captures a mother and child standing hand in hand and gazing at the enchanting display overhead.
Throughout Le Voyage des Lumières, Louis Vuitton showcases its most iconic pieces with understated elegance. The campaign features the black My Capucines handbag, the red Speedy P9, and the classic Monogram canvas Side Trunk and Speedy bags. The Christopher backpack appears ready for adventure, and the versatile Express bag makes an appearance alongside the Imagination and Attrape-Rêves fragrances.
Louis Vuitton’s Color Blossom and Damier jewelry collections have their moment in the spotlight, reflecting the artistic craftsmanship and attention to detail that define the brand. The Malle Music trunk pays homage to Louis Vuitton’s history and commitment to innovation in travel.
Lindström, who splits his time between Paris and Berlin, brings his distinctive conceptual and minimalist sensibility to the project. The German photographer and director discovered his passion for visual storytelling while photographing his friends skateboarding. He went on to study visual communication at the University of Arts in Berlin, spending a year at the London College of Communication. His work has garnered attention from brands like Hermès, Calvin Klein, adidas, Burberry, and Armani. His creative scope extends to directing music videos for artists like Kendrick Lamar.
This marks Lindström’s second collaboration with Louis Vuitton, following his work on the Tambour Street Diver watch campaign in 2023. His ability to create expressive, experimental imagery while maintaining a minimalist approach makes him an ideal collaborator for Louis Vuitton, a house that has championed the art of travel since its founding in 1854.
Since becoming a Friend of the House in the summer of 2024, Bellingham has strengthened his relationship with Louis Vuitton and its Creative director, Pharrell Williams. The Real Madrid midfielder, for whom Louis Vuitton is the official formalwear provider, expressed his admiration for the brand upon joining the partnership. His presence in the Spring/Summer 2026 Formalwear Collection Campaign demonstrates the breadth of his involvement with the brand. However, the Holiday campaign takes a more universal approach to storytelling.
The campaign’s products will be featured in three pop-up stores located within Louis Vuitton boutiques. The first opened at Beijing’s SKP-S department store on November 1st for a 15-day run. Additional pop-ups will open at the TRX mall in Kuala Lumpur, Malaysia, from November 27th to January 4th and at the Westfield shopping center in Sydney from November 18th to the end of December.