The Maison celebrates 130 years of its historic Monogram by reaffirming the power of the Speedy and its relevance as a cultural symbol of contemporary luxury.
Louis Vuitton marks the 130th anniversary of its Monogram by returning to one of the most recognisable pillars of its visual identity. For this milestone, the French house places Zendaya at the forefront of a campaign that looks inward, reclaiming the symbolic strength of its most emblematic canvas and the central role of the Speedy bag as an intergenerational object of desire.
Originally created by Georges Vuitton as a tribute to his father Louis Vuitton, the Monogram once again takes centre stage in a narrative that prioritises memory, use and movement. Captured by Glen Luchford and accompanied by audiovisual pieces directed by Roman Coppola, the campaign builds a restrained visual story that avoids excess in favour of reinforcing the familiarity of its silhouettes.
Zendaya appears not as a passive face, but as an active presence, engaging with the Speedy through instinct and velocity. The bag, conceived in the 1930s as a soft travel companion for a life in motion, is presented today as an icon that has adapted to the passage of time without losing relevance.
Since its introduction in Monogram canvas in 1959, the Speedy has undergone decades of graphic and cultural reinterpretation, establishing itself as one of the Maison’s most enduring creations. Alongside Zendaya, figures such as Catherine Deneuve, Liu Yifei and Hoyeon extend this tribute, confirming that the Monogram is not about nostalgia, but about continuity and lasting relevance.
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