Louis Vuitton continues its year-long celebration of the Monogram with a campaign that places emotion, memory, and movement at its centre. Fronted by House Ambassador Zendaya and captured by Glen Luchford, the latest chapter explores the House’s most iconic bags as lifelong companions, objects shaped by travel, stories, and the people who carry them.
At the heart of the story is the idea of transmission: bags designed not just to be worn, but to travel through time collecting memories, stories, and meaning as they move between generations.
Zendaya and the Speedy: Modern Movement, Redefined
Introducing the campaign, House Ambassador Zendaya brings the Speedy to life. First created in the early 1930s as an expression of modernity and freedom of movement, the Speedy was originally designed as a compact piece of soft luggage for a generation constantly on the move. Its supple shape, wide zip closure, and signature handles quickly became emblematic of effortless travel.
Since being adorned with the Monogram canvas in 1959, the Speedy has evolved into a living canvas reimagined through bold graffiti, artistic collaborations, and vibrant reinterpretations. In Zendaya, Louis Vuitton finds a natural counterpart: dynamic, globally mobile, and constantly reinventing, she embodies the bag’s enduring relevance in today’s fast-paced world.
Catherine Deneuve and the Alma: Parisian Poise
Legendary actress Catherine Deneuve shares her connection to the Alma, a bag whose architectural elegance mirrors her own timeless allure. Introduced in 1992 and rooted in the House’s Art Deco-inspired Squire lineage, the Alma is defined by its rounded Toron handles, curved base, and structured silhouette.
Balancing precision with grace, the Alma becomes a vessel for memory its Monogram canvas carrying both heritage and modernity, woven seamlessly with Deneuve’s personal anecdotes and cinematic legacy.
Liu Yifei and the Noé: Practicality Turned Poetry
House Ambassador Liu Yifei celebrates the Noé, originally created in 1932 to carry champagne bottles. What began as a practical solution evolved into one of Louis Vuitton’s most poetic designs. With its supple leather, drawstring closure, and relaxed silhouette, the Noé embodies lightness, durability, and carefree sophistication.
Its joyful spirit mirrors Liu Yifei’s own journey an expression of independence, creativity, and effortless elegance that continues to resonate decades after its creation.
Hoyeon and the Neverfull: A Contemporary Icon
Completing the campaign, House Ambassador Hoyeon Jung spotlights the Neverfull. Introduced in 2007 as a modern reinterpretation of Louis Vuitton’s earliest carry-alls, the Neverfull is exceptionally light yet resilient. Hand-stitched handles, adjustable side laces, and a striped textile lining inspired by vintage trunks allow it to transition seamlessly between worlds.
Practical, elegant, and endlessly adaptable, it reflects Hoyeon’s contemporary vision where functionality and fashion coexist effortlessly.
A Legacy That Travels Forward
Together, these iconic bags trace a 130-year journey rooted in the same spirit of innovation that shaped Louis Vuitton’s first trunks. Here, heritage meets modernity, travel becomes an art form, and the Monogram emerges as a deeply personal statement designed to be passed down, carried forward, and reinterpreted by each new generation.
The campaign featuring Zendaya will be unveiled on Louis Vuitton platforms and in print insertions beginning February 5, with additional ambassadors revealed across digital platforms from February 11.
