Zendaya shines in Louis Vuitton's Monogram Anniversary Campaign
Louis Vuitton is celebrating its 130th anniversary with a bang, showcasing its iconic Monogram canvas in a star-studded campaign featuring Zendaya and other renowned personalities. The campaign, shot by Glen Luchford and directed by Roman Coppola, unveils a series of captivating visuals and short films that will be released across the brand's platforms and in print media.
The first round of ads, launched on January 1st, focused on the timeless appeal of vintage Monogram bags, highlighting the unique character and patina that develops with frequent use. This campaign builds upon the success of the previous one, which showcased the brand's core handbag category, a category that LVMH chairman and CEO Bernard Arnault emphasized as a key focus for the company.
The new campaign features Zendaya, who became a Vuitton ambassador in 2023, directly addressing her Speedy handbag, a style created in 1930 to embody the era's spirit of freedom and movement. Zendaya's connection to the brand is evident in her musings, where she reflects on the handbag's shared connection to speed and the anticipation of what's next.
The campaign continues with a second chapter, set to be unveiled on Vuitton platforms starting February 11th. This chapter introduces French actress Catherine Deneuve with the Alma bag, Chinese American actress Liu Yifei with the Noé bucket bag, and South Korean model and actress Hoyeon with the Neverfull tote. These collaborations showcase the Monogram canvas's versatility and timeless appeal.
The Speedy handbag, produced in Monogram canvas since 1959, has been a canvas for artistic collaborations since 2001, with Marc Jacobs' graffiti-customized design. Louis Vuitton has a history of celebrating its iconic motifs, as evidenced by the 1996 centenary of the brown and gold patterned canvas, where renowned designers created special collections. The brand's commitment to its heritage and innovation is a testament to its enduring appeal and influence in the fashion industry.
