Louis Vuitton's 'Journey to China' collection consists of three exclusive unisex fragrances inspired by the nature, rituals, and craftsmanship of China. Jacques Cavallier Belletrud, Louis Vuitton's exclusive master perfumer, is responsible for the entire three-part Journey to China series (also known as Voyage en Chine).
The campaign images were photographed by Vincent Levrat. The campaign was post-produced by ONE HUNDRED BERLIN.
The Chinese metropolis of Chengdu played a central role in the perfume's launch: it served as both the premiere location and the cultural inspiration for the entire collection. Chengdu - also known as the Panda Capital of the World thanks to its world-famous Giant Panda Breeding Center - is renowned throughout China for its relaxed lifestyle, excellent cuisine, and, not least, its historic teahouse culture.
It was therefore only logical that the perfume bottles made their debut at the Louis Vuitton Maison flagship store in Taikoo Li, Chengdu, before becoming available in the rest of the country.
The campaign was spearheaded by Robin Mauconduit, creative director at the Paris-based agency Rose Paris, founded in 2007 by Olivia Mayolle and specializing in high-end productions in the luxury, fashion, cosmetics, and editorial sectors.