Zendaya leads Louis Vuitton into the 130th year of the Monogram, the motif conceived by Georges Vuitton as a tribute to his father Louis, founder of the Maison. The house turns inward for the anniversary, using the campaign to reaffirm the role of its most familiar canvas. At the center stands the Speedy bag, framed as a single object shaped by movement, use, and recognition.
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Captured by Glen Luchford and supported by short films directed by Roman Coppola, the campaign relies on image and motion. The campaign follows an earlier visual chapter that focused on worn Monogram bags marked by repeated use. Together, the two chapters maintain a restrained tone, keeping attention on familiar silhouettes. Speaking during LVMH’s annual results presentation, Bernard Arnault described this direction as a return to handbags, pointing to the Speedy as a category that continues to perform strongly despite its long presence on the market.
Zendaya anchors the campaign through direct engagement with the bag. She speaks to the Speedy as a presence rather than a prop, tying it to instinct, velocity, and forward motion.
Originally conceived in the early 1930s as a compact soft-sided travel bag, the Speedy responded to a changing pace of life. Its flexible structure, wide zip closure, and distinctive handles suited a generation increasingly on the move. Crafted in Monogram canvas since 1959, the bag later became a surface for artistic intervention, shifting through graphic treatments and color-driven reinterpretations across decades.
As a Louis Vuitton ambassador since 2023, Zendaya brings continuity to the project. Her role reinforces recognition through presence, aligning with the house’s focus on established forms.
This chapter also broadens the anniversary program through additional figures, with Catherine Deneuve, Liu Yifei, and Hoyeon each paired with a defining Louis Vuitton bag.
