Liu Yifei is one of an international cast of celebrity ambassadors helping Louis Vuitton celebrate the 130th anniversary of its Monogram. Photo: Handout
The storied fashion maison celebrates the anniversary of its famous Monogram with the help of Catherine Deneuve, Jung Ho-yeon and more international stars
Louis Vuitton’s celebration of the 130th anniversary of its iconic Monogram shows no signs of slowing down. The house’s latest campaign gathers an all-star cast of ambassadors and friends of the maison, each revealing their own modern-day love story with the storied motif and the house’s most iconic silhouettes.
Zendaya poses with the iconic Speedy, first introduced by Louis Vuitton as the Express bag in the 1930s. Photo: Handout
Leading the campaign is Euphoria star Zendaya, the face of Vuitton since 2023. Captured by Glen Luchford and directed by Roman Coppola, the campaign spotlights the Speedy. First introduced in the 1930s as the Express bag, the Speedy was Vuitton’s answer to demands for a sleeker, more practical alternative to its trunks.
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Over time, it became a highly coveted luxury until, in the 1960s, Audrey Hepburn famously requested a smaller version, giving birth to the now-iconic Speedy 25. Nearly a century on from the original, the bag remains a global favourite loved by celebrities like Pharrell and Rihanna.
Legendary French movie star Catherine Deneuve exudes elegance holding the sculptural Alma. Photo: Handout
Sharing the stage with Zendaya for the campaign are Catherine Deneuve, Liu Yifei and Jung Ho-yeon, each reimagining the brand’s signature house designs with their own distinctive charm. Deneuve embodies the sculptural Alma, Liu channels the carefree spirit of the Noé, while Ho-yeon personifies the ever-faithful Neverfull.
Jung Ho-yeon brings flair and freshness to the roomy and practical yet stylish Neverfull. Photo: Handout
The iconic interlocked LV initials with their stylised florals are one of the most recognisable and timeless signposts of luxury, equally at home on the arms of a fresh generation of style icons as on century-old trunks. Louis Vuitton’s latest campaign adds another chapter to its ongoing year-long homage to its most beloved emblem.
