Louis Vuitton Launches Enchanting Holiday Campaign for 2025

Louis Vuitton has unveiled its captivating 2025 holiday campaign titled Le Voyage des Lumières, celebrating the theme of light through an evocative travel-inspired film and a series of festive pop-ups. The campaign is directed and photographed by Jonas Lindstroem, a renowned visual artist recognized for his minimalistic yet poetic campaigns for high-profile brands like Hermès, De Beers, and Audemars Piguet.

The film follows the journey of a beautifully crafted monogrammed lantern, originating from the Vuitton workshops near Paris. It travels to a serene snowscape where it illuminates the night sky, casting its glow amidst the enchanting northern lights. The narrative unfolds with scenes of people engaging in leisure activities, including playing backgammon and gathering around a campfire next to a music trunk featuring a record turntable. A couple is seen reflecting on a frozen lake, while the climax of the voyage features a multitude of lanterns floating above the iconic Paris skyline, viewed from the historic Pont Neuf bridge, located near Vuitton’s headquarters.

The launch of this campaign coincides with the traditional Yi Peng festival in Chiang Mai, Thailand, where thousands gather to release floating rice paper lanterns, known as “khom loi,” into the night sky as offerings to the Buddha. This cultural connection enhances the campaign’s thematic focus on light and celebration.

This marks only the second collaboration between Lindstroem and Louis Vuitton, following his work on the Tambour Street Diver watch campaign in 2023. The holiday print advertisements prominently feature classic handbag styles, including the black My Capucines and the red Speedy P9, as well as the Monogram canvas Side Trunk and Speedy bags, and a Christopher backpack.

The holiday pop-up experiences began on November 1, 2025, and will continue for 15 days. A second pop-up will be held at the TRX mall in Kuala Lumpur, Malaysia, from November 27, 2025, until January 4, 2026. A third location will open at the Westfield shopping center in Sydney from November 18, 2025, until the end of December.

In line with the campaign, Louis Vuitton’s window displays worldwide will reflect the holiday theme, featuring a midnight-blue backdrop adorned with Chinese lantern illuminations, trunks, the Vuitton family home in Asnières, and floral and star motifs from the Monogram canvas.

As the campaign unfolds, it is set to immerse audiences in a unique blend of cultural celebration and luxury, reinforcing Louis Vuitton’s commitment to innovative storytelling and artistic collaboration.