Louis Vuitton Holiday 2025 Ad Campaign

Review of Louis Vuitton Holiday 2025 Ad Campaign by Creative Director of Agency X with Photographer/Director Jonas Lindstroem with models Bruno Skrzyszowski, Cherif Douamba, Imane Benkaddour, Jonas Glöer, Ridzman Zidaine

There’s a fine art to making magic feel effortless, and Louis Vuitton seems to have mastered it. The House’s Holiday 2025 campaign, Le Voyage des Lumières, directed and photographed by Jonas Lindstroem, invites us into a quietly luminous world—a dreamscape of snow, starlight, and softly burning wonder. It’s a journey both outward and inward, through landscapes real and imagined, each illuminated by that ever-present symbol of Vuitton’s legacy: the light of travel.

The film begins where all Vuitton stories should—at Asnières, the cradle of the House’s craftsmanship. From the storied Malle Courrier, a glowing paper lantern takes flight, drifting into twilight as if carrying the soul of the brand itself. From there, Lindstroem’s vision unfolds like a nocturne. Snowy forests, frozen lakes, and midnight skies become stages for moments of connection—a bonfire gathering, a couple under the aurora, a mother and child gazing skyward as a constellation of lanterns ascends above Paris.

Visually, it’s strikingly cinematic. Lindstroem captures the serene beauty of winter with the precision of a painter—his palette awash in indigo, rose, and ember. Each frame feels suspended between nostalgia and futurism, balancing Nicolas Ghesquière’s architectural elegance and Pharrell Williams’ sense of warmth and play. There’s an almost Japanese restraint to the composition, where emotion is evoked through suggestion rather than spectacle. The lantern, recurring throughout, becomes a metaphor for Vuitton’s heritage—light as aspiration, craftsmanship as continuity.

It’s also a campaign deeply rooted in tactility. The glow of the Speedy in red, the gleam of the Color Blossom jewelry, the supple silhouette of the Capucines—all exist not merely as products but as extensions of memory. Vuitton’s tradition of travel is recast here as a voyage of emotion rather than destination. The campaign’s sound design—muted footsteps, laughter, the hum of wind—underscores this intimacy.

As a whole, the campaign is rather romantic—eschewing the traditional upbeat narrative of holiday celebration for something quieter and more personal. It’s about being with the people who matter, those luminous moments of warmth found in the cold. Subtle and perhaps not as attention-grabbing as many campaigns try to be, it instead rewards those who notice, striking a deeper, more lasting emotional chord.

With Le Voyage des Lumières, Louis Vuitton reminds us that travel isn’t only about movement—it’s about illumination. The campaign lingers like the afterglow of a fire long gone cold: quiet, steady, and somehow still burning.