Following last week’s teaser, Louis Vuitton has officially unveiled the next phase of its year long Monogram celebration, shifting the focus toward personal storytelling. This week, the campaign places House ambassadors and Friends of the House at the center, framing the Monogram not as a symbol, but as something lived with and carried forward.
Shot by Glen Luchford and directed by Roman Coppola, the new visuals explore Louis Vuitton’s most iconic bags as companions shaped by time, travel, and memory. Each chapter connects a global icon with a design that reflects both heritage and individuality.
House ambassador Zendaya leads the campaign with the Speedy, originally designed in the 1930s as a soft alternative to rigid luggage, while this week Catherine Deneuve appears with the Alma bag, a Parisian classic known for its architectural silhouette and refined elegance. Also featured, Liu Yifei highlights the Noé bag, first created in 1932 to carry champagne bottles and still defined by its relaxed, functional charm.
Rounding out the campaign, Hoyeon spotlights the Neverfull, a modern icon introduced in 2007 that balances lightness, durability, and everyday practicality.
Together, the campaign marks a continuation of Louis Vuitton’s 130 year legacy through a contemporary lens, where heritage and modern life intersect through the objects that move with us.
Discover Catherine Deneuve’s behind the scenes video below now.
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