130 Years of LV Monogram Campaign with global iconS

LOUIS VUITTON CAMPAIGN ZENDAYA MONOGRAM 130th ANNIVERSARY © Glen Luchford.
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Louis Vuitton continues its year-round homage to the iconic Monogram with a new chapter. Directed by Glen Luchford and directed by Roman Coppola, the new campaign tells the story of personal relationships with iconic bags worn by celebrities, Louis Vuitton Ambassadors and Friends of the House from around the world. The Monogram Icons become silent companions on journeys – objects that are not only used, but lived. Bags that are passed down from generation to generation, absorbing new stories and memories with each trip.

House Ambassador Zendaya kicks off the campaign with the Speedy – a bag that was created in the early 1930s as an expression of modernity and freedom of movement. Originally designed as a compact, versatile soft luggage model, the Speedy embodied the spirit of a generation on the move with its supple shape, wide zipper and characteristic handles. Finished with Monogram canvas since 1959, the bag has evolved into a vibrant canvas of artistic reinterpretations – from expressive graffiti to colorful re-editions: a reflection of Zendaya's dynamic lifestyle and the Speedy's enduring relevance in a fast-paced world.

The campaign traces a 130-year journey in which heritage meets modernity, travel becomes an art form, and the Monogram becomes a deeply personal style statement that is passed down from generation to generation.
The campaign with House Ambassador Zendaya will be presented from February 5. The other protagonists of the campaign – including Catherine Deneuve, Liu Yifei and Hoyeon – will be introduced from 11 February.