EXCLUSIVE: Louis Vuitton Conjures Lantern Festival With 2025 Holiday Campaign

LET THERE BE LIGHT: For Louis Vuitton’s holiday ads, just follow the light. The French luxury house digitally launched its 2025 year-end campaign, “Le Voyage des Lumières,” on its social media platforms and website Friday.

Directed and photographed by Jonas Lindstroem, known for his poetic, minimal campaigns for brands including Hermès, De Beers and Audemars Piguet, the film follows the journey of a monogrammed lantern from the Vuitton workshops near Paris to a pristine snowscape, where it floats in the night sky amid northern lights.

People play backgammon and dance around a campfire next to a Music Trunk with a record turntable, while a couple contemplates a frozen lake. The voyage ends with a multitude of lanterns above the Paris skyline, as a mother and child look on from the Pont Neuf, the historic bridge located next to Vuitton’s headquarters.

The release of the travel-themed holiday ads comes as thousands gathered in northern Thailand for Yi Peng, the traditional lantern festival held in Chiang Mai on Wednesday and Thursday. The ceremony involves releasing floating rice paper lanterns — known as “khom loi” — into the night sky as an offering to the Buddha.

It marks only the second Vuitton campaign for Lindstroem, who previously lensed images for the Tambour Street Diver watch in 2023.

The holiday print ads showcase classic handbag styles such as a black My Capucines and a red Speedy P9; Monogram canvas Side Trunk and Speedy bags; a Christopher backpack, and the recently launched Express. It also features the Imagination and Attrape-Rêves perfumes, as well as the Color Blossom and Damier jewelry collections.

These products will be showcased within dedicated pop-ups in three retail locations that also house Vuitton boutiques.

The first, at Beijing’s SKP-S department store, opened on Nov. 1 and is due to remain open for 15 days. Another will open at the TRX mall in Kuala Lumpur, Malaysia, from Nov. 27 until Jan. 4, and a third at the Westfield shopping center in Sydney from Nov. 18 until the end of December.

The holiday images will inspire window displays being rolled out worldwide, featuring a midnight-blue background decorated with Chinese lantern illuminations, trunks, the Vuitton family home in Asnières, and blossoming flowers and stars from the Monogram canvas motif.