Zendaya, the star of 'Dune' and 'Euphoria', is the latest celebrity to grace the iconic Louis Vuitton Monogram canvas in celebration of its 130th anniversary. The campaign, which showcases Zendaya posing alongside a Speedy handbag, is part of a year-long program of activations. The visuals, set to be unveiled on Thursday, are a follow-up to a first round of ads that spotlighted vintage Monogram bags and their unique character and patina. LVMH chairman and CEO Bernard Arnault noted that the brand is doubling down on its core handbag category, focusing on the campaign's success despite the product's 50-year history. The campaign, shot by Glen Luchford and directed by Roman Coppola, features Zendaya directly addressing her Speedy handbag, a soft style created in 1930 to keep pace with the era's growing freedom of movement. The actress, who became a Vuitton ambassador in 2023, muses about the shared connection of speed and the attraction of racing together into the future. A second chapter, to be unveiled on Vuitton platforms starting Feb. 11, will feature French actress Catherine Deneuve, Chinese American actress Liu Yifei, and South Korean model and actress Hoyeon, each paired with a different iconic bag. The Speedy, produced in Monogram canvas since 1959, has been the canvas for a series of artistic collaborations since 2001, when then-creative director Marc Jacobs enlisted Stephen Sprouse to customize the bag with graffiti. For the centenary of its brown and gold patterned canvas in 1996, Vuitton conscripted designers including Helmut Lang, Romeo Gigli, Vivienne Westwood, Azzedine Alaïa, and Sybilla to design bags or travel pieces. The brand is planning a full-court press throughout 2026 around the motif's origins, with special-edition anniversary collections, dedicated campaigns, pop-ups, and other animations and surprises.
