Louis Vuitton keeps the party going for its 130th anniversary, celebrating the iconic Monogram with a fresh campaign shot by Glen Luchford and directed by Roman Coppola. This chapter brings together global icons, Louis Vuitton ambassadors, and Friends of the House, each revealing their personal stories with the bags that have become much more than accessories—they’re trusted companions on life’s journey, carrying memories and style across generations.
House Ambassador Zendaya lights up the campaign with the Speedy, a bag born in the 1930s as the ultimate expression of freedom on the move. From its compact, versatile design to its Monogram canvas reinvention in 1959, the Speedy has evolved alongside her dynamic lifestyle—embracing bold graffiti, playful colors, and fearless self-expression.
Catherine Deneuve makes her connection with the Alma feel effortless, reflecting the bag’s Parisian elegance. Rooted in Art Deco inspiration, the Alma’s architectural curves and signature Monogram canvas mirror the timeless poise and stories that the actress brings to it, blending heritage with modern sophistication.
Liu Yifei celebrates the Noé, originally crafted in 1932 to carry champagne bottles. Lightweight yet durable, with a drawstring closure and graceful silhouette, the Noé embodies carefree elegance and spirited independence—a perfect reflection of Liu Yifei’s own journey and the bag’s playful reinvention over time.
Hoyeon shines with the Neverfull, a 2007 reinterpretation of Louis Vuitton’s classic carry-alls. With hand-stitched handles, adjustable side laces, and striped interiors inspired by vintage trunks, the Neverfull moves effortlessly between worlds, balancing practicality, elegance, and the effortless style that defines Hoyeon’s contemporary vision.
Together, these iconic bags trace 130 years of Louis Vuitton innovation, where heritage meets modernity, travel becomes art, and the Monogram remains a deeply personal symbol of style—passed down through generations, collecting stories along the way.