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Louis Vuitton continues its year-long tribute to the iconic Monogram with a new chapter captured by Glen Luchford and directed by Roman Coppola, highlighting the personal narratives of global celebrities, Louis Vuitton ambassadors and Friends of the House. Each personality unveils a profound connection to their cherished Monogram icons, transcending ownership to embrace them as travelling companions. These esteemed bags embody a legacy of transmission and enduring durability, gracefully traversing generations of owners while collecting stories and memories along the way.
Introducing this campaign, House Ambassador Zendaya brings the Speedy to life, a bag born in the early 1930s as an expression of modernity and the freedom of movement. Originally designed as a compact, versatile piece of soft luggage, the Speedy’s supple form, wide zip closure, and signature handles captured the spirit of a generation on the move. Adorned with Monogram canvas in 1959, it has since evolved as a living canvas for artistic reinvention—from bold graffiti to colourful reinterpretations—reflecting Zendaya’s dynamic lifestyle and the Speedy’s continued relevance in today’s fast-paced world.
Then, Catherine Deneuve shares her connection with the Alma, a bag whose Parisian elegance mirrors the legendary actress herself. Introduced in 1992 and rooted in the House’s Art Deco-inspired Squire lineage, the Alma embodies architectural sophistication and timeless poise. With its rounded Toron handles, curved base, and Monogram canvas, it balances precision and grace, allowing Catherine Deneuve’s personal anecdotes to intertwine with the bag’s enduring charm, a reflection of both heritage and contemporary artistry.
House Ambassador Liu Yifei then celebrates the Noé, created in 1932 to carry champagne bottles, transforming practicality into poetry through its supple leather, drawstring closure, and graceful silhouette. Light, durable, and adorned in Monogram canvas, the Noé embodies carefree sophistication and spirited independence, mirroring Liu Yifei’s own journey and highlighting the bag’s joyful creativity and enduring charm.
Finally, House Ambassador Hoyeon illuminates the Neverfull, introduced in 2007 as a modern reinterpretation of Louis Vuitton’s earliest carry-alls. Exceptionally light yet resilient, with hand-stitched handles, adjustable side laces, and a striped textile lining inspired by vintage trunks, the Neverfull moves seamlessly between worlds, embodying practicality, elegance, and effortless style that complements Hoyeon’s contemporary vision.
Together, these bags—each conceived from the same spirit of innovation that shaped the first Louis Vuitton trunks—trace a 130-year journey in which heritage meets modernity, travel becomes an art form, and the Monogram defines a deeply personal statement of style passed down to future generations.
The Campaign with House Ambassador Zendaya will be unveiled on Louis Vuitton platforms and in print insertions with other celebrities starting February 5th. The other celebrities will be unveiled on Louis Vuitton platforms starting February 11th.
