Zendaya Fronts Louis Vuitton’s New Monogram Anniversary Campaign

Louis Vuitton is marking a major milestone with the next chapter of its Monogram legacy. In celebration of the iconic canvas’s 130th anniversary, the French house has unveiled a new global campaign starring Zendaya, alongside a lineup of longtime friends of the brand.

Set to roll out across Louis Vuitton’s digital platforms and select print insertions, the visuals spotlight Zendaya posed with the Speedy handbag—one of the house’s most enduring designs. The campaign is part of a year-long series of activations honoring the Monogram, with imagery shot by renowned photographer Glen Luchford and short films directed by Roman Coppola.

In one cinematic vignette, Zendaya is seen addressing her Speedy directly. Originally introduced in 1930 to reflect a growing sense of movement and modernity, the soft silhouette becomes a metaphor for momentum and instinct. “With you, I feel something familiar—like a reflection of my own instinct for velocity,” the Dune and Euphoria star shares. “Maybe that’s the attraction… not waiting, just racing together into what comes next.” Zendaya has served as a Louis Vuitton ambassador since 2023.

A second chapter of the campaign, launching February 11, will expand the narrative with additional house icons. French actress Catherine Deneuve will appear with the structured Alma bag, Chinese American actress Liu Yifei with the Noé bucket bag, and South Korean model and actress Hoyeon with the Neverfull tote—each representing a distinct expression of the Monogram’s versatility.

First produced in Monogram canvas in 1959, the Speedy has long been a creative canvas for artistic reinvention. Since 2001, when then–creative director Marc Jacobs introduced graffiti iterations by Stephen Sprouse, the bag has continued to evolve while remaining rooted in Louis Vuitton’s heritage—making this anniversary campaign both a celebration of history and a statement of what’s next.

Photos Credit: Glen Luchford