When you think of Louis Vuitton, the first thing that springs to mind is probably the brand’s iconic Monogram print. The print has become so synonymous with the House that its easy to mistake it for a chicken-and-egg situation, but the idea for the print only hatched 40 years after the brand’s genesis. 130 years later, Louis Vuitton are dedicating an entire year to celebrating the print’s anniversary. The latest instalment of the year-long tribute platforms some of our favourite LV ambassadors and Friends of the House in a love letter to the cherished Monogram icon bags.
The campaign film shot by none other than Roman Coppola leans into the Valentines season, featuring Zendaya reciting a passionate love letter. As the camera pans out, we come to discover that the object of her affections is not her beloved fiancé Tom Holland, but a Louis Vuitton bag, of course. Trust the Coppolas to turn purses into poetry. The bag in question is the Speedy, the ultimate luxury travel companion. A House favourite since 1930, the carry-all celebrates fluidity and ease of movement, perfectly befitting for the Challengers star.
The accompanying still imagery is no less cinematic, shot by luxury fashion photographer Glen Luchford. French actress Catherine Deneueve is a vision of sophistication and grace cradling the Alma bag, a 1992 introduction which takes inspiration from the classic 1930s art-deco Squire silhouette.
Another instalment shows Chinese -merican actress Liu Yifei with the Noé. The drawstring bucket bag is the ultimate statement of luxury, its primary purpose being to carry champagne. It’s surely no coincidence, then, that the title sounds suspiciously similar to Moët. Nothing screams opulence like a Louis Vuitton bag full of sparkling wine.
Finally, the campaign celebrating the Monogram wouldn’t be complete if it didn’t spotlight the brand’s most recognisable silhouette, the Neverfull. Though it wasn’t actually introduced until 2007, it reinterprets LV’s earliest carry-ons, and has quickly become synonymous with the brand and its Monogram. The bag is the ultimate companion for every occasion, representing transitionality and freedom, so high-fashion model and Squid Game heartthrob Hoyeon makes the perfect pick to demonstrate the bag’s contemporary fluidity.
In spite of the campaign’s cast of dreams, the Monogram print stands as the star of the show. By choosing to shoot bags that revive classic silhouettes from across the decades, the campaign traces the House’s history, artfully blending both LV heritage and the brand’s commitment to contemporary renewal.
- WriterLucy Wragg
- Image CreditsLouis Vuitton
