Icons For Icons: Louis Vuitton Celebrates 130 Years Of The Monogram

Louis Vuitton is reaching a major milestone, and they are celebrating 130 years of their legendary Monogram in the most star-studded way possible. In a brand-new campaign captured by Glen Luchford and directed by Roman Coppola, the House explores the deep, personal connections between global ambassadors and their favorite traveling companions.

Rather than just “bags,” these icons are celebrated as enduring legacies designed to traverse generations, collecting memories along the way. Here is how some of the world’s most famous faces are bringing these classic silhouettes to life.

Zendaya and the Speedy

Kicking off the campaign, Zendaya spotlights the Speedy. Originally born in the 1930s as a compact piece of soft luggage for the modern traveler, the Speedy evolved in 1959 with the addition of the Monogram canvas. Much like Zendaya’s own dynamic career, the bag represents freedom of movement and a spirit of constant reinvention.

Catherine Deneuve and the Alma

Legendary actress Catherine Deneuve shares her connection with the Alma, a bag that mirrors her own Parisian elegance. Introduced in 1992 but rooted in Art Deco-inspired lineage, the Alma balances architectural sophistication with timeless grace.

Liu Yifei and the Noé

Liu Yifei celebrates the Noé, a bag with a playful history. Created in 1932 specifically to carry champagne bottles, it has since transformed into a symbol of carefree sophistication. Its supple silhouette and drawstring closure reflect Liu Yifei’s own spirited independence.

Hoyeon and the Neverfull

Finally, Hoyeon illuminates the Neverfull. Though it was introduced more recently in 2007, the bag is a modern reinterpretation of Louis Vuitton’s earliest carry-alls. It embodies the practical elegance and effortless style required for a fast-paced, contemporary vision.

Where to Watch

The campaign featuring Zendaya officially launches today, February 5th, across Louis Vuitton’s platforms. Keep your eyes peeled as the House unveils more celebrity chapters starting February 11th.

For more on the 130th-anniversary celebration, visit louisvuitton.com.

Speedy Style Timeline

Tracing the 130-year journey of the Louis Vuitton Monogram is like reading the history of modern travel. Each of these four bags began as a practical solution to a specific traveler’s need before becoming a permanent fixture in fashion history.

Here is how these icons evolved from their early 1930s origins to the modern versions featured in the current 130th-anniversary campaign.

1. The Speedy: From Soft Luggage to Everyday Essential

• 1930: Originally launched as the “Express,” the Speedy was designed as a smaller, more portable version of the Keepall duffle bag to meet the needs of a faster-paced world.
• 1959: The bag was first adorned with the Monogram canvas.
• 1965: A major turning point occurred when Audrey Hepburn requested a smaller version suited for daily use, leading to the creation of the Speedy 25.
• Today: Now modeled by Zendaya, the Speedy remains a “living canvas” for reinvention. Modern versions include the Speedy Bandoulière (introduced in 2011) with a cross-body strap for hands-free travel.

2. The Alma: Art Deco Sophistication

• 1925/1934: Legend has it the bag was a custom request for Coco Chanel in 1925. It was officially released to the public in 1934 as the “Squire” bag.
• 1955: After being called the “Champs-Elysées,” it was finally renamed the Alma, after the Place de l’Alma in Paris.
• Today: Represented by Catherine Deneuve, the modern Alma retains its architectural, dome-like silhouette and iconic Toron handles. It is now available in every material from Epi leather to high-shine Monogram Vernis.

3. The Noé: The World’s Most Stylish Bottle Carrier

• 1932: Gaston-Louis Vuitton designed the Noé for a champagne producer who needed a stylish way to transport five bottles (four upright and one upside down in the middle).
• Development: Its name is derived from the biblical figure Noah, the first person to plant a vineyard.
• Today: As showcased by Liu Yifei, the Noé is recognized as the pioneer of the luxury bucket bag. Modern iterations like the Noé BB and Petite Noé have swapped champagne storage for daily essentials while keeping the signature drawstring closure.

4. The Neverfull: The Modern Masterpiece

• 2007: Unlike the others, the Neverfull is a newer icon. It was designed to be the ultimate, lightweight city tote that could transition seamlessly from day to night.
• Evolution: It quickly became one of the House’s most popular bags due to its reversible design and nearly limitless capacity (hence the name).
• Today: Modeled by Hoyeon, the Neverfull now features a detachable interior pouch (added in 2014) and frequently serves as a canvas for artist collaborations, such as those with Yayoi Kusama and Takashi Murakami.