Louis Vuitton extends its year-long tribute to the Monogram with a new campaign chapter featuring Catherine Deneuve, Liu Yifei, and Hoyeon, joining the previously debuted narrative starring Zendaya. The campaign explores how these global celebrities and House ambassadors view their bags as traveling companions rather than simple possessions. These items carry a legacy of transmission, passing through generations while gathering stories and memories. Photographer Glen Luchford and director Roman Coppola captured these personal narratives to illustrate the history and functional purpose of the House icons.
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Catherine Deneuve presents the Alma, a design that reflects Parisian elegance. The house introduced this specific model in 1992, though its origins lie in the Art Deco-inspired Squire lineage. The Alma features architectural sophistication and a stable form. Its technical build includes rounded Toron handles, a curved base, and Monogram canvas. Deneuve shares personal anecdotes that connect her life to the precision and grace of this bag. The design serves as a bridge between historical origins and contemporary artistry.
House Ambassador Liu Yifei focuses on the Noé. This bag first appeared in 1932 for the specific purpose of transporting champagne bottles. Its functional history evolved into a design featuring supple leather, a drawstring closure, and a graceful silhouette. The Noé offers a light and durable construction in Monogram canvas. Its form supports a sense of independence and creativity. Liu Yifei finds that the spirited nature of the bag matches her own experiences and lifestyle.
Hoyeon introduces the Neverfull, a model that debuted in 2007. This bag acts as a modern version of the earliest carry-alls created by Louis Vuitton. It provides a resilient yet exceptionally light structure. Notable details include hand-stitched handles, adjustable side laces, and a striped textile lining. This lining takes inspiration from the interiors of vintage trunks. The Neverfull functions as a practical and elegant tool for a contemporary vision, moving effectively between different environments.
The Monogram remains a personal style choice that owners pass down to future generations. Each bag maintains its relevance in a fast-paced world by adapting to the needs of its owners while retaining its original functional purpose.
