TO CELEBRATE a legacy of success and craftsmanship, Louis Vuitton highlights its famed Monogram for its 130th anniversary. It speaks again through people who understand that style is not about possession, but about companionship.
This latest campaign feels less like a celebration and more like a conversation. Shot by Glen Luchford and directed by Roman Coppola, it invites us into the intimate orbit of the House’s most iconic bags as seen through the lives of its global ambassadors. These are not museum pieces. They are carried, lived with, relied upon. They remember where you have been.
Zendaya for Louis Vuitton
Movement sets the tone. Zendaya enters with the Speedy, and suddenly travel feels romantic again. Born in the early nineteen thirties, when modernity promised freedom and optimism, the Speedy was designed as soft luggage for a generation in motion. Its relaxed form, generous zip, and instinctive ease still feel remarkably current, as if time never quite caught up with it.
When the Monogram wrapped its surface in nineteen fifty nine, the bag became a canvas, absorbing decades of reinvention, color, graffiti, and personality. On Zendaya, it does not reference the past so much as outrun it, confident, effortless, and always in motion.
That velocity softens when Catherine Deneuve appears, and the rhythm changes. Paris arrives quietly. The Alma, introduced in nineteen ninety two and rooted in Louis Vuitton’s Art Deco lineage, mirrors her presence with architectural calm. Rounded handles and a sculpted base speak in curves rather than volume, elegance without insistence. The Alma has always been precise and composed, yet time has gentled it, allowing memory to settle into its structure. In Deneuve’s hands, it becomes something lived in, a container for stories, longevity, and a glamour that does not fade, but deepens.
Lightness follows. Liu Yifei carries the Noé, a bag originally created in nineteen thirty two to transport champagne bottles, because practicality at Louis Vuitton has never resisted pleasure. Its drawstring closure and fluid silhouette feel relaxed and poetic, shaped by joy as much as function. The Noé moves easily, lives easily, and wears its history without weight. Durable, expressive, and quietly romantic, it reflects an independence that does not seek validation. On Liu Yifei, freedom feels natural, almost instinctive.
What connects these women is not celebrity, but intimacy. Each bag feels chosen, not assigned. Each carries a personal rhythm. Together, they trace a lineage that stretches back one hundred and thirty years, to the first trunks built for movement and imagination. Heritage meets modernity here, not as a clash, but as a continuation.
Louis Vuitton reminds us that travel is an art form, that style is personal, and that the Monogram endures not because it stays the same, but because it goes everywhere.
By Ellis Dowle