Louis Vuitton's Holiday Campaign Takes the Train
Louis Vuitton, the French luxury house owned by LVMH, has launched its 2026 holiday campaign, and its setting is a railway. The images show a snowy train station. The House presents the campaign under its Art of Travel tagline, with the theme "the magic of reunions and the excitement of departure," according to WWD.
The photographs were taken by Oliver Hadlee Pearch. The film was directed by Rubberband, the duo of Jason Filmore Sondock and Simon Davis. It is set to "Stepping Out," a 1980s song by Joe Jackson.
The campaign echoes a train theme from earlier in the year's fashion calendar. For his fall 2025 womenswear collection, Nicolas Ghesquière, who designed the collection, asked designers which train films they liked best. Their picks included "Brief Encounter," "2046," "Snowpiercer" and "Harry Potter and the Sorcerer's Stone."
The holiday windows in Louis Vuitton stores carry the train idea further. They show five miniature worlds: the Alpine Horizon, the Big Apple, the Blossom Garden, the Moonlight Valley and the Golden Dunes. Small trains travel between them. Christmas trees in most stores will be decorated with train garlands.
In Tokyo, the House has planned an immersive pop-up at its Shibuya store. It will feature miniature worlds and a product room inspired by a wooden trunk, the large travel chest that the brand's founder made in the 19th century.
The holiday beauty range, Louis Vuitton La Beauté, has five products in burgundy lacquered cases. Each case has hand-painted flowers in the House's Monogram, the interlocking LV pattern printed on its bags. The range includes a new matte lip colour called Monogram Rouge.
The House has used a famous name from film before. In June 2024, it named Gong Yoo, the South Korean actor known for "Squid Game" and "Train to Busan," as its House Ambassador, a role that puts a well-known face at the centre of its advertising and events.
The campaign ties together the windows, the trees, the Tokyo pop-up, the beauty range and the film. Each piece takes the same train idea into a different part of the business, from the shop floor to the make-up bag.
