The atmosphere at Louis Vuitton is one of calculated reverence as the house prepares its latest global rollout. To celebrate the Louis Vuitton Monogram 130th Anniversary Campaign, the brand has partnered with Zendaya for a series of visuals that highlight the enduring power of the Speedy bag. She appears as a modern anchor for a motif that has defined the luxury landscape since 1896. The visuals were captured by Glen Luchford. They emphasize a quiet, modern sophistication.

Bernard Arnault recently signaled a strategic shift toward the core. By doubling down on heritage silhouettes like the Speedy, Louis Vuitton is insulating itself against the volatility of trend cycles. The campaign does not just sell a bag. It sells the concept of time. We see Zendaya engaging in a dialogue with the object, musing on the shared connection of speed and instinct. This intellectual approach to marketing elevates the product from a mere accessory to a companion of modern life.

The technical execution of the anniversary collection is noteworthy. The new Speedy features the original 1896 monogram pattern rendered on a contemporary linen-and-cotton canvas. It uses a traditional pochoir stencilling technique. This blend of historic motifs with modern textiles creates a texture that feels both archival and fresh. The pastel hues offer a seasonal lightness that contrasts with the bag’s sturdy heritage.

Luxury consumers are currently pivoting toward archival authenticity. Louis Vuitton is meeting this demand by exalting the patina of age.

This campaign is a masterclass in brand stewardship. It balances the star power of Zendaya with the immovable gravity of the LV monogram.

The Monogram canvas was originally a defensive measure. Georges Vuitton created it in 1896 to thwart counterfeiters who were imitating his father’s trunks. It was a pioneer of brand protection. Today, that same pattern is the most recognized symbol of luxury in the world. The anniversary celebrations throughout 2026 will explore these origins through various pop-ups and special-edition capsules.

Three distinct capsules define this anniversary. The Heritage line focuses on the linen-cotton blend. The VVN capsule pays tribute to the pale, vegetable-tanned cowhide that darkens over time. This material is prized for the way it records the owner's journey. Finally, the Trompe l’oeil collection uses high-definition prints to recreate the look of archival trunks. Every rivet and aged patina detail is meticulously reproduced on canvas.

The creative direction by Roman Coppola adds a cinematic layer to the project. It moves beyond static imagery.

Zendaya is not the only face of this milestone. Catherine Deneuve brings a sense of French cinematic history to the Alma bag. Liu Yifei represents the global reach of the house with the Noé bucket bag. Hoyeon, a breakout star of recent years, carries the Neverfull tote. This casting strategy covers multiple generations and markets. It ensures the monogram remains relevant to a diverse audience.

The Speedy bag is the undisputed protagonist of this rollout. Originally introduced in 1930 as the Express, it was a response to the era’s faster pace of travel. It has been a canvas for artistic experimentation for decades. Marc Jacobs brought in Stephen Sprouse for the graffiti collection in 2001. Later, Virgil Abloh and Takashi Murakami offered their own radical reinterpretations. This new version returns to the 1896 roots but maintains that spirit of adaptation.

Focusing on existing icons is a safer bet in a cooling luxury market. Arnault knows that the classics are recession-proof.

Louis Vuitton is planning a full-court press for 2026. This campaign is only the beginning of a year-long program of activations. It reaffirms that the monogram is not just a logo. It is a living archive that continues to evolve. The brand is successful because it respects its past without being trapped by it.

The use of the pochoir technique is a specific nod to the house's history. This manual stencilling was how the monogram was applied in the early 20th century. By returning to this method, the house emphasizes the human hand in a digital age. The texture of the linen-and-cotton canvas provides a tactile quality that vinyl-coated versions lack. It invites the user to touch and feel the craft. This is high-level storytelling through material.

Global markets will see these images in major print insertions and across all digital platforms. It is a total saturation strategy.

Frequently Asked Questions

Who are the stars of the Louis Vuitton 130th anniversary campaign?

The campaign features actress Zendaya, French cinema icon Catherine Deneuve, actress Liu Yifei, and South Korean star Hoyeon. Each celebrity is paired with a specific signature bag from the house.

What is the significance of the 130th anniversary for Louis Vuitton?

The year 2026 marks 130 years since Georges Vuitton created the Monogram canvas in 1896. It was designed as both a tribute to his father and a way to protect the brand from counterfeiters.

Which Louis Vuitton bags are featured in the new collection?

The anniversary collection spotlights the Speedy, the Alma, the Noé bucket bag, and the Neverfull tote. These silhouettes are considered the core pillars of the brand's handbag category.

What are the new capsule collections being released for the anniversary?

Louis Vuitton is releasing three capsules: the Heritage collection in linen-cotton canvas, the VVN collection in vegetable-tanned leather, and the Trompe l’oeil collection featuring high-definition trunk prints.

When will the different parts of the campaign be released?

The first round featuring vintage bags launched on January 1. The celebrity visuals starring Zendaya debuted on Thursday, followed by a second chapter featuring Catherine Deneuve and others on February 11.

What makes the new anniversary Speedy bag unique?

The new Speedy features the original 1896 monogram pattern applied using traditional pochoir stencilling. It is crafted from a contemporary linen-and-cotton canvas and comes in a range of pastel hues.

Who directed the films for the Louis Vuitton monogram campaign?

The campaign photography was handled by Glen Luchford, while the accompanying short films were directed by Roman Coppola. The films feature the stars talking to their handbags.