LOUIS VUITTON ‘Spirit of Travel’ Completed by Director Na Hong-jin – The First Journey with Jun Ji-hyun and Gong Yoo
1️⃣ Intro
The first journey of the ‘Spirit of Travel’ project, unveiled by Louis Vuitton, is a brand film directed by Na Hong-jin and starring actors Jun Ji-hyun and Gong Yoo. Released in 2026, this video garnered significant attention for its atmosphere resembling a short film, going beyond a simple fashion advertisement.
In particular, the direction that blurs the boundaries between commercial advertising and art film, as well as the combination of Korea's leading director and actors, drew attention. It is also deeply significant that Korean creative talent participated in Louis Vuitton's global project.
2️⃣ About the Brand
Louis Vuitton is a world-renowned luxury fashion house that originated in France in 1854. True to its origins as a travel bag brand, ‘journey’ and ‘movement’ have long been core elements of its brand identity. ‘Spirit of Travel’ is also a project that reinterprets this heritage in a modern way.
The selection of Jun Ji-hyun and Gong Yoo as models appears to be a strategy that simultaneously considers global recognition and a sophisticated image. Both actors are influential figures who extend beyond Korea to the Asian and global markets. Jun Ji-hyun’s elegant yet strong image and Gong Yoo’s aura, possessing deep charisma, harmonize well with the brand’s luxurious and adventurous concept.
3️⃣ Star’s Influence
Jun Ji-hyun is an actress who has built high recognition across Asia through films and dramas, while Gong Yoo has secured an international fanbase through global OTT productions and films. Both are icons who have long been loved in the fashion world.
Following the release of the video, reactions on social media included comments such as “a cinematic advertisement” and “the chemistry between the two actors is overwhelming.” Overseas fashion communities also gave positive reviews regarding Louis Vuitton’s use of a Korean director and actors. While Louis Vuitton has previously collaborated with world-renowned artists and celebrities, this project is distinguished by its inclusion of Korean sensibilities.
4️⃣ Video
The official brand film can be viewed at the link below.
5️⃣ Analysis / Fan Reaction
The video stands out for Director Na Hong-jin's signature tension-filled direction and symbolic scene composition. Vast natural landscapes, restrained dialogue, and camera work focused on the characters' facial expressions portray travel not merely as a movement, but as an inner journey.
Stylistically, Louis Vuitton bags and clothing blend naturally into the narrative without being overly emphasized. This can be seen as direction that focuses on conveying the brand's philosophy and atmosphere rather than putting the products front and center.
Overseas fans reacted by saying, "It feels more like an art film than a fashion film," and "A new attempt by Louis Vuitton." It received particularly high interest for being a collaboration between K-content and a luxury brand.
6️⃣ Conclusion
The Louis Vuitton 'Spirit of Travel' project is a campaign that artistically reinterprets the brand's travel heritage. Director Na Hong-jin's unique direction combined with the profound presence of Jun Ji-hyun and Gong Yoo has created a work that transcends a mere advertisement.
With this first journey as a starting point, there is anticipation for the possibility of future series set in different directors or regions. This campaign will be remembered as an iconic project in which a global luxury brand collaborated with Korean creative talent to create a new narrative.
