Louis Vuitton Unveils 2025 Holiday Campaign Celebrating Light

Louis Vuitton has launched its 2025 holiday campaign, titled Le Voyage des Lumières, which celebrates the theme of light through a travel-inspired film and a series of festive pop-up events. Directed by Jonas Lindstroem, recognized for his minimalist aesthetic in campaigns for luxury brands like Hermès and De Beers, the film takes viewers on a journey of a monogrammed lantern as it travels from the Vuitton workshops near Paris to a serene snowy landscape.

In this visually captivating narrative, the lantern floats in the night sky, surrounded by the ethereal glow of the northern lights. The film features scenes of people engaging in joyful activities such as playing backgammon and dancing around a campfire next to a Music Trunk equipped with a record turntable. A couple is depicted contemplating the beauty of a frozen lake, culminating in a breathtaking finale where numerous lanterns illuminate the Paris skyline, witnessed by a mother and child from the historic Pont Neuf bridge.

This campaign aligns with the recent celebrations in Thailand, where thousands gathered for the traditional Yi Peng lantern festival in Chiang Mai. During this event, participants release floating rice paper lanterns, or “khom loi,” into the night sky as an offering to the Buddha, symbolizing hope and renewal.

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

The campaign also includes several pop-up stores that opened on November 1, 2025, with plans to remain operational for 15 days. Additional locations include a pop-up at the TRX mall in Kuala Lumpur, Malaysia, from November 27, 2025 to January 4, 2026, and another at the Westfield shopping center in Sydney from November 18 until the end of December.

The imagery from the holiday campaign will inspire window displays worldwide, showcasing a midnight-blue backdrop adorned with Chinese lantern illuminations, trunks, the Vuitton family home in Asnières, along with blossoming flowers and stars, all derived from the Monogram canvas motif.

As the festive season approaches, Louis Vuitton aims to evoke a sense of wonder and connection through this enchanting campaign, inviting audiences to experience the magic of light and travel.