Louis Vuitton Celebrates Light with 2025 Holiday Campaign Launch

Louis Vuitton has unveiled its 2025 holiday campaign titled ‘Le Voyage des Lumières’, a celebration of light that intertwines themes of travel and festivity. The campaign features a visually striking film directed by Jonas Lindstroem, who is recognized for his minimalist yet poetic visual storytelling, having previously collaborated with luxury brands such as Hermès, De Beers, and Audemars Piguet.

The film portrays the journey of a monogrammed lantern transitioning from the Vuitton workshops near Paris to a serene snowy landscape. As the lantern floats against a backdrop of the northern lights, scenes of joy and community unfold. People engage in traditional games of backgammon and dance around a campfire next to a Music Trunk equipped with a record turntable. A couple reflects on a frozen lake, encapsulating the spirit of togetherness and celebration. The cinematic journey culminates with a multitude of lanterns illuminating the Paris skyline, as a mother and child gaze from the historic Pont Neuf, located adjacent to the brand’s headquarters.

The timing of this launch coincides with the traditional lantern festival known as Yi Peng, which attracted thousands to Chiang Mai, Thailand, on November 1 and 2, 2025. During this festival, participants release floating rice paper lanterns, or “khom loi,” into the night sky as offerings to the Buddha, reinforcing the campaign’s central theme of light and hope.

This marks Lindstroem’s second collaboration with Louis Vuitton, following his work on the images for the Tambour Street Diver watch in 2023. The holiday print advertisements prominently feature classic handbag styles, including the black My Capucines and the red Speedy P9. Other showcased items include the Monogram canvas Side Trunk and Speedy bags, along with a Christopher backpack.

As part of the campaign, festive pop-up stores have opened globally. The first location debuted on November 1 and will operate for 15 days. Another pop-up will be established at TRX mall in Kuala Lumpur, Malaysia, from November 27 until January 4, 2026, followed by a third location at the Westfield shopping center in Sydney, which will open on November 18 and remain active through the end of December.

The holiday campaign will also inspire window displays worldwide, characterized by a midnight-blue background adorned with Chinese lantern illuminations, trunks, and elements from the Vuitton family home in Asnières, alongside blossoming flowers and stars that echo the iconic Monogram canvas motif.

This creative endeavor not only emphasizes the brand’s dedication to artistry and craftsmanship but also resonates with cultural celebrations of light and unity, connecting with audiences across various regions.