Imagine a world where luxury meets tradition, where the glow of lanterns illuminates not just the night sky but also the essence of a brand’s holiday spirit. Louis Vuitton’s 2025 holiday campaign, ‘Le Voyage des Lumières,’ does just that—and it’s nothing short of magical. Launched digitally on Friday across its social media platforms and website, this campaign is a breathtaking fusion of artistry, travel, and cultural homage.
But here’s where it gets even more captivating: Directed and photographed by Jonas Lindstroem, whose minimalist yet poetic style has graced campaigns for Hermès, De Beers, and Audemars Piguet, the film takes viewers on a whimsical journey. A monogrammed lantern travels from the Vuitton workshops near Paris to a serene snowscape, where it dances among the northern lights. Along the way, we see moments of joy—people playing backgammon, dancing around a campfire beside a Music Trunk, and a couple lost in contemplation by a frozen lake. The finale? A sky filled with lanterns hovering above the Paris skyline, witnessed by a mother and child on the historic Pont Neuf, just steps from Vuitton’s headquarters.
And this is the part most people miss: The campaign’s release coincides with Yi Peng, Thailand’s traditional lantern festival in Chiang Mai, where thousands release ‘khom loi’ lanterns as offerings to the Buddha. Is it a coincidence, or a deliberate nod to global traditions? Either way, it’s a bold move that sparks conversation.
This is only Lindstroem’s second campaign with Vuitton, following his work on the Tambour Street Diver watch in 2023. The holiday print ads spotlight iconic pieces like the black My Capucines and red Speedy P9 handbags, the Monogram canvas Side Trunk, and the newly launched Express bag. Perfumes like Imagination and Attrape-Rêves, along with the Color Blossom and Damier jewelry collections, also take center stage.
These treasures will be showcased in pop-up installations at three retail locations: Beijing’s SKP-S department store (open Nov. 1–15), Kuala Lumpur’s TRX mall (Nov. 27–Jan. 4), and Sydney’s Westfield shopping center (Nov. 18–Dec. 31). But here’s the real question: Will these pop-ups become cultural destinations in their own right?
Globally, Vuitton’s holiday imagery will transform window displays with a midnight-blue backdrop adorned with Chinese lantern illuminations, trunks, the Vuitton family home in Asnières, and blossoming flowers and stars inspired by the Monogram canvas. It’s a visual feast that blends heritage with modernity.
But here’s the controversial part: In an era of digital overload, does a campaign like this truly connect with audiences, or does it risk feeling like another lavish spectacle? And as luxury brands increasingly draw from global traditions, where’s the line between inspiration and appropriation? We’d love to hear your thoughts in the comments—let’s spark a conversation!
