Louis Vuitton Unveils Global Monogram Heritage Campaign

Louis Vuitton has unveiled a year-long campaign celebrating its iconic Monogram, bringing together House Ambassadors and global celebrities to reflect on their personal relationships with the Maison's most emblematic bags. Photographed by Glen Luchford and directed by Roman Coppola, the project positions the Monogram not merely as an object of ownership, but as a traveling companion that gathers memories across generations, clearly articulating where 130 years of heritage intersects with contemporary culture.

Zendaya revisits the Speedy, first introduced in the early 1930s, evoking modernity and freedom of movement. Catherine Deneuve channels a distinctly Parisian sensibility through the Alma, whose architectural elegance remains timeless, while Liu Yifei highlights the Noé, created in 1932, where practicality meets poetic refinement. Hoyeon spotlights the Neverfull, introduced in 2007, as a modern evolution of the classic carry-all.

Together, the four bags share the innovative spirit that began with the House's original trunks, proving Louis Vuitton's enduring design philosophy—each created in a different era yet continuing to resonate within contemporary culture. The campaign underscores that the Monogram is not simply a fashion item, but a cultural archive that transcends time and generations.