Zendaya Leads Louis Vuitton’s Monogram Anniversary Campaign
Louis Vuitton is marking a major milestone for its iconic Monogram canvas—and it’s doing so with one of fashion’s most compelling modern muses. Zendaya fronts the house’s new anniversary campaign, celebrating 130 years of the Monogram, alongside fellow Louis Vuitton ambassadors Catherine Deneuve, Liu Yifei, and Hoyeon.
Shot by Glen Luchford, the campaign places Zendaya center stage with the Speedy bag, one of Vuitton’s most enduring designs. The images, set to roll out across the brand’s digital platforms and select print placements, continue a year-long focus on the Monogram as both heritage object and living icon.
The new chapter follows an initial campaign released on January 1 that highlighted vintage Monogram bags, emphasizing wear, patina, and longevity. Together, the two waves underscore Vuitton’s renewed concentration on its core handbag business—a strategy confirmed by LVMH chairman and CEO Bernard Arnault during the group’s latest earnings call, where he noted the exceptional performance of the campaign despite the product’s decades-long history.
In accompanying short films directed by Roman Coppola, Zendaya addresses her Speedy directly, reflecting on movement, instinct, and momentum. Created in 1930 to match the pace of a more mobile world, the Speedy becomes a metaphor for forward motion—an idea closely aligned with the actress, who has been a Vuitton ambassador since 2023.
A second release, launching February 11, will spotlight Catherine Deneuve with the Alma, Liu Yifei with the Noé bucket bag, and Hoyeon with the Neverfull tote, each pairing reinforcing the Monogram’s cross-generational and cross-cultural appeal.
First introduced on canvas in 1959, the Monogram has served as a foundation for some of fashion’s most influential collaborations. From Stephen Sprouse’s graffiti Speedy in the early 2000s to anniversary reinterpretations by designers such as Helmut Lang, Vivienne Westwood, Azzedine Alaïa, and later Karl Lagerfeld and Cindy Sherman, the motif has repeatedly proven its flexibility without losing its identity.
