Louis Vuitton unveils its latest campaign, In My Bag, placing the spotlight on the reimagined Speedy P9. Bringing together a dynamic cast of global ambassadors and cultural figures, the campaign offers an intimate look inside the lives and bags of some of the most recognisable names across fashion, sport and music.
The Louis Vuitton Speedy P9 campaign brings together a global cast of ambassadors to reinterpret one of the House’s most iconic bags through a modern, personal lens. At once personal and cinematic, In My Bag transforms the iconic house code into something more intimate a study of identity told through the objects we carry.
The Icon Reimagined
Originally introduced in the 1930s, the Speedy has long stood as a symbol of the House’s travel heritage. Now reinterpreted by Pharrell Williams, the Speedy P9 brings a new dimension to the classic silhouette.
Named after Paris’s Pont-Neuf – the bridge where Pharrell staged his debut show – the P9 reflects a dialogue between heritage and modernity. Crafted from exceptionally soft, double-tanned calfskin and finished with a supple, almost butter-soft texture, it introduces a richer tactility to one of Louis Vuitton’s most recognisable designs.
Inside “In My Bag”
At the heart of the campaign is a simple yet compelling concept: what we carry tells a story. Each ambassador opens their Speedy P9, revealing a curated selection of personal belongings that offer a glimpse into their world.
Jeremy Allen White
Effortlessly understated, Jeremy Allen White’s Speedy P9 reflects a life in constant motion. Inside, everyday essentials; a newspaper, notebook, cap, comb and watch to sit alongside a set of dice, extra socks and a charging cord. Practical and personal, a reflection of everyday movement.
Jude Bellingham
For Jude Bellingham, the contents of his Speedy P9 speak to a life defined by travel and performance. Aviator sunglasses, a passport and plane ticket sit beside an official jersey, a bottle of Louis Vuitton Ombre Nomade and personalised keys – a refined balance of discipline and global stardom.
Future
Future’s interpretation leans into bold individuality. His Speedy P9 carries a tennis racquet, diamond-set jewellery, a Monogram charm necklace, gummy candies and a change of sneakers – an eclectic mix that captures both the excess and spontaneity of his world.
LeBron James
Precision meets routine in LeBron James’ Speedy P9. A selection of golf balls and tees sits alongside grooming essentials, including shaving cream and a signature cap. Disciplined and curated to reflect a mindset built on consistency and control.
Jackson Wang
Jackson Wang’s Speedy P9 feels deeply personal and creatively charged. Professional headphones, a Polaroid of family, music notation and a Rubik’s Cube sit alongside a fencing glove and miniature sneaker – a layered narrative of artistry, memory and movement.
Victor Wembanyama
For Victor Wembanyama, the Speedy P9 becomes a reflection of rising talent and individuality. A mini basketball, deck of cards, a lucky charm and wired headphones fill the turquoise bag – offering a glimpse into the mindset of one of sport’s most exciting new voices.
Photographed by Thomas Lagrange, the campaign moves away from traditional fashion imagery, instead presenting each bag as an extension of its owner. The result is a series of still-life portraits that feel both personal and universally relatable.
In an era where personal identity defines luxury, In My Bag feels less like a campaign and more like a cultural snapshot.
