On July 1st, Louis Vuitton officially launched its latest marketing campaign “The Spirit of Travel” taking place in the natural landscape of Guilin, China. The iconic bags and luggage of the brand found themselves in the middle of the Lijiang River, riding on a bamboo boat, and accompanied by cormorants.
Let’s dive into this authentic vision of travel.
A Tribute to Travel and Authenticity
In its latest campaign, Louis Vuitton returns to its roots with a quiet, contemplative tribute to the art of travel. The brand has chosen the American photographer Alec Soth to create an emotion-driven photography. And he managed to transform a simple travel story into a deeper cultural homage.
The result is a campaign that feels both timeless and intimate. It offers a calm and authentic perspective on movement, memory, and exploration. Each symbol of Guilin is accompanied by an iconic luggage of the brand – we can see the karstic mountains, the Li and Yulong rivers, the drifting bamboo boats, and the cormorants in a quiet narrative of discovery.
Louis Vuitton stated it themselves “Celebrating the House’s pioneering spirit, the Spirit of Travel campaign showcases China’s diverse and captivating landscapes through the lens of American photographer Alec Soth – an invitation to explore the country’s hidden gems, accompanied by Louis Vuitton’s iconic trunks and signature luggage.”
Since its founding in 1854, Louis Vuitton has been synonymous with elegant mobility. Renowned for its luggage, the brand now reclaims that identity, not through grand gestures, but through grounded beauty. Guilin was founded over 2,000 years ago under the Qin Dynasty (221 – 206 BC) – adding historical depth to this thoughtful destination. The campaign then avoids the clichés of urban luxury and instead embraces the soul of travel itself.
After Guilin, the journey will continue to Zhangjiajie and Datong.
Writing an ode to travel and quiet luxury.
From the Inside: AB ADVISORY Insights
I had the chance to travel to Guilin in both 2020 and 2025, and each visit left me with the same feeling: this is a place that slows you down. The landscape is stunning, but so is the mindset.
Guilin isn’t a luxury hub. There are no high-end malls, no high-spending fashion clientele compared to other cities like Shanghai or Chengdu. And yet, that’s what makes Louis Vuitton’s choice so powerful. It’s not about consumer targeting, it’s about brand storytelling.
This campaign taps into something deeper than brand recognition.
It is a direct reference to brand resonance.
In many ways, this is luxury returning to its essence. Less about being seen, and more about being felt. The iconic bags in the campaign, the Monogram Horizon, Soft Keepall, and Alzer are not just accessories, they are companions for meaningful journeys. This tribute to calm and authentic travel particularly resonates with the modern Chinese consumer, seeking for a “slow life”.
Understanding how to build this kind of emotional bridge with Chinese culture requires nuance and local insight.
At AB ADVISORY, this is exactly what we help global brands achieve.
