Louis Vuitton Marks 130 Years of the Monogram with a Campaign Celebrating Iconic Bags and Ambassadors

The global luxury brand Louis Vuitton is marking the 130th anniversary of its iconic Monogram with a year-long global campaign. Conceived as a tribute, the initiative spotlights the history of the Monogram alongside the memories and personal stories of those who have carried its bags across generations.

In the latest chapter of the campaign, photography is led by Glen Luchford, with the films directed by Roman Coppola. Featuring international celebrities, Maison ambassadors, and Friends of the House, the campaign explores each individual’s personal relationship with their Monogram icon bag. These pieces are portrayed not merely as possessions, but as lifelong companions—symbols of durability, heritage, and continuity passed down through generations.

Zendaya Embodies the Modernity of the Speedy

Opening the campaign is Maison ambassador Zendaya, who shines a spotlight on the Speedy, a bag first introduced in the early 1930s.

Originally designed as a compact and versatile soft piece of luggage, the Speedy quickly became synonymous with an active lifestyle. Since its introduction in Monogram canvas in 1959, the bag has continually evolved through bold graffiti treatments and vibrant reinterpretations. Set against Zendaya’s dynamic lifestyle, the Speedy emerges as a timeless icon—unchanged in relevance despite the shifting pace of modern life.

Catherine Deneuve and the Parisian Elegance of the Alma

The story of the Alma is told through legendary actress Catherine Deneuve. Introduced in 1992, the Alma traces its lineage back to the Maison’s Art Deco–influenced Squire bag, embodying architectural refinement and timeless sophistication.

Its rounded Toron handles, curved base, and Monogram canvas achieve a delicate balance between precision and elegance. Through Deneuve’s personal anecdotes, the enduring appeal of the Alma comes into focus, revealing the seamless dialogue between the Maison’s heritage and its contemporary aesthetic.

Liu Yifei Celebrates the Freedom and Functionality of the Noé

Maison ambassador Liu Yifei pays tribute to the Noé, a bag originally created in 1932 to transport champagne bottles.

Defined by its drawstring closure, supple leather, and graceful silhouette, the Noé elevates practicality into poetic design. Lightweight yet durable in Monogram canvas, the bag embodies effortless refinement and independent spirit—qualities that resonate closely with Liu Yifei’s own journey, while underscoring the bag’s joyful creativity and lasting charm.

Hoyeon and the Neverfull as the Modern Carryall

Closing the campaign is Maison ambassador Hoyeon, who highlights the Neverfull, introduced in 2007 as a modern reinterpretation of Louis Vuitton’s early carryalls.

Exceptionally lightweight yet highly durable, the Neverfull features hand-stitched handles, adjustable side laces, and a striped textile lining inspired by the Maison’s vintage trunks. Combining practicality with elegance, the bag is presented as an essential companion for contemporary life, perfectly aligned with Hoyeon’s modern, effortless style.

The Monogram, Carrying 130 Years into the Future

Much like Louis Vuitton’s very first trunks, these iconic bags were conceived under the same spirit of innovation. Where heritage meets modernity and travel transforms into art, the Monogram continues to stand as a symbol of personal style and lived experience.

Spanning 130 years, its journey remains ongoing—constantly evolving while honoring the legacy that defines the Maison.