Louis Vuitton has unveiled a new travel campaign set against the backdrop of Guilin’s Li River in southern China. The campaign comprises photography by American visual artist Alec Soth, known for his poetic realism. The campaign marks a departure from Western-centric narratives, with Soth capturing China’s natural scenery — misty mountains, tranquil waters, and rural life — through an Eastern aesthetic lens. His photographs highlight the brand’s travel pieces, including the Monogram Horizon rolling suitcase, Soft Keepall bags, and the classic Alzer and Coffret series. This is the first of a three-part campaign exploring hidden locations across China.