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Apparel and accessories

Louis Vuitton explores China for travel campaign

July 2, 2025

The brand is taking its luggage to rural southern locales within the country. Image courtesy of Louis Vuitton/Alec Soth The brand is taking its luggage to rural southern locales within the country. Image courtesy of Louis Vuitton/Alec Soth

 

By Zach James

French fashion house Louis Vuitton is looking to the global east for its latest marketing initiative.

Launched July 1, the maison’s new Travel Campaign showcases the picturesque, rural sights of China. The stills and corresponding film combine nature photography with placements promoting pieces from several of the label’s luxury luggage lines, serving as both a postcard for the region and traditional luxury product advertisements.

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