Louis Vuitton turns inward with its latest “In My Bag” campaign, a tight, personality-driven look at the reimagined Speedy P9. Shot through still-life imagery and short videos, the series brings together House Ambassadors and Friends of the House, each unpacking their bag to reveal a snapshot of their day-to-day. It is simple but effective. The objects do the talking.
At the center is the Speedy P9, Pharrell Williams’ update to the original Speedy, first introduced in the 1930s. The new version, named after Paris’s Pont Neuf, where his Spring Summer 2024 debut took place on June 20, 2023, leans into the house’s travel roots while sharpening the silhouette. The calfskin undergoes a double-tanning process and drum milling, giving it a butter-soft, slightly waxy feel. Having seen it up close at that show, it really lands. The leather is soft in a way that immediately stands out, the kind of piece you want to keep handling.
The campaign lineup keeps things varied. Jeremy Allen White’s green Speedy P9 is packed with everyday essentials like a notebook, cap, and dice. Jude Bellingham’s red version reads travel-ready with aviators, a passport, and a jersey. Future mixes sport and luxury in his blue bag with a tennis racquet, jewelry, and sneakers. LeBron James keeps his yellow Speedy P9 focused on routine with golf gear and grooming staples, and the colour hits just right, bold but clean. Jackson Wang’s pink Speedy P9 is a standout, filled with headphones, a family Polaroid, music notation, and small personal objects that feel genuinely lived in. Victor Wembanyama rounds it out with a teal version carrying a mini basketball, cards, and a few personal tokens.
Shot by Thomas Lagrange, the campaign strips things back, letting the bags and their contents define each person. It is a reminder that the Speedy P9 is not just about design, but about what it holds and how it fits into everyday life.