Voyage of discovery

Louis Vuitton takes us on a voyage through Iceland’s natural beauty
By Alex James Taylor | Fashion | 28 October 2020

Founded as a trunk-maker, Louis Vuitton is a house anchored in travel and luggage. Drawing on its storied heritage, the brand’s new 2020 campaign continues this journey (despite current global restrictions), setting its destination to Iceland – “the Land of Fire and Ice, an island of light and darkness with mesmerising landscapes” – for a voyage of discovery across the island’s diverse landscapes.


Photographed by Viviane Sassen on the Nordic island and featuring an entirely local production team, Iceland’s exquisite scenery becomes the series’ protagonist, with LV pieces placed throughout. Viewing the location through a child’s imaginative POV, here, hat boxes turn into musical tambourines, caves become magical sailing ponds and sandcastles are upgraded as an Eiffel Tower is constructed out of the house’s iconic Alzer trunks, rising out of the waters against a mountainous backdrop.

Underlining Louis Vuitton’s codes of freedom, travel and adventure, in a period of restricted travel, the campaign is designed as a message of connection and hope that points towards many adventures ahead.

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