Pack Your Bags, Its Adventure Time With Louis Vuitton

The year 2020 has been a sad year for all the travellers and wanderlusts. But don’t fret, Louis Vuitton is here to take you on a visual adventure. And oh boy, is it an adventure of a lifetime!

Remembering the carefree and lavish holidays, Louis Vuitton is set to take you to Iceland without any quarantine! Photographer Viviane Sassen has captured the beauty of the scenic Nordic island’s and managed to bring out the true meaning of their latest 2020 campaign entitled “Imagination takes flight”.

The photo series is set amidst the dramatic glaciers with moody black sand plains. This campaign will bring out the inner adventure and you and make you want to get out there so badly.

“In the current context, we wanted to create a specific, uplifting campaign to send a message of positivity and dreamlike escapism,” comments Louis Vuitton CEO Michael Burke. This journey to the beautiful landscapes aims at being a very emotional one while evoking a perennial voyage transcending the times.

The dreamy shoot depicts the local children jumping and enjoying a day out at the ocean waves while laughing in mirth and gazing at the lava caves. All this with simple product placement- them holding the key to Vuitton trunks. The theme explores the ‘Art of Travel’. This is to signify how the brand started off back in the years. As a trunk maker, the fashion house always relates to travel, right from 1854. 

This campaign is not about being sad seeing the situation of the majority of the luxury brands during difficult times but rather focuses on the core values of Louis Vuitton- Freedom, travel and transmission. The monogrammed luggage trunks have been sported by various celebrities like Audrey Hepburn, Catherine Deneuve and Lauren Bacall, and more recently the Kardashian-Jenners.

The idea of travel and a happy campaign was well received by the audience. Burke commented saying that this is exactly what we all are craving during the lockdown. Some freedom and air of the Nordic islands. We applaud the research teams work in choosing the ultimate picturesque destination to spark the wanderlust.