Louis Vuitton Launches 2025 Holiday Campaign Celebrating Light

Louis Vuitton has unveiled its 2025 holiday campaign, titled Le Voyage des Lumières, which seeks to capture the essence of light through a travel-themed film and a series of festive pop-ups. The campaign, directed and photographed by renowned visual artist Jonas Lindstroem, showcases a beautifully crafted monogrammed lantern embarking on a journey from the brand’s workshops near Paris to a stunning snowy landscape where it floats under the northern lights.

The film portrays various scenes of festive celebration, including individuals enjoying games of backgammon and dancing around a campfire beside a “Music Trunk” equipped with a record turntable. A couple is depicted in reflective moments beside a frozen lake, and the narrative culminates in a breathtaking display of lanterns illuminating the Paris skyline, observed by a mother and child from the historic Pont Neuf, which is located near Vuitton’s headquarters.

This campaign coincides with the traditional Yi Peng lantern festival in Chiang Mai, Thailand, where thousands gather to release floating rice paper lanterns, known as “khom loi,” as offerings to the Buddha. The timing of the campaign is particularly poignant, connecting the visual celebration of light with cultural traditions.

Lindstroem, who previously collaborated with Louis Vuitton for the Tambour Street Diver watch campaign in 2023, has crafted a narrative that aligns perfectly with the brand’s ethos. The holiday print advertisements prominently feature classic handbag styles including the black My Capucines, the red Speedy P9, and various Monogram canvas pieces.

The campaign also introduces a series of pop-up stores, starting with an event that opened on November 1, 2025, and will run for a duration of 15 days. Additional pop-ups are set to open in Kuala Lumpur from November 27 until January 4 and in Sydney from November 18 until the end of December. These locations will showcase vibrant window displays that feature a midnight-blue backdrop adorned with Chinese lanterns, trunks, and floral elements, all inspired by the Monogram canvas motif.

The holiday campaign not only emphasizes Louis Vuitton’s tradition of luxury and craftsmanship but also seeks to foster a sense of wonder and connection through the universal theme of light. As the festive season approaches, the vibrant imagery and compelling narrative are expected to resonate with audiences worldwide, enhancing the brand’s presence in both local and international markets.

Through this campaign, Louis Vuitton continues to blend artistry and commerce, inviting consumers to experience the magic of the holiday season in a manner that is distinctly aligned with the brand’s heritage.