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 th

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