Zendaya is stepping back into the spotlight as the face of Louis Vuitton’s latest campaign, which celebrates the 130th anniversary of the iconic Monogram. Unveiled on February 4, the cinematic campaign features Zendaya showcasing the classic Speedy Bag, depicted in a striking visual captured by renowned photographer Glen Luchford.
To commemorate the legacy of the signature Monogram, Louis Vuitton plans to roll out a series of campaigns throughout the year, each highlighting how the pattern has evolved and continues to resonate across its collection of handbags. In this campaign, Zendaya dons a stylish pinstripe ensemble, fully embracing her role as a brand ambassador while allowing the focus to remain on the iconic Speedy Bag, which has been a fashion staple since its introduction in the 1930s.
According to a press release from the French luxury house, the campaign aims to “highlight the personal narratives of global celebrities” and their connections to the Monogram, a status symbol that has held its allure for over a century. First adorned with the Monogram in 1959, the Speedy is characterized by its supple form, wide zip closure, and signature handles, allowing it to transcend generations while remaining a contemporary favorite.
Zendaya’s association with Louis Vuitton has been marked by her previous modeling ventures, including a December 2024 collaboration with Takashi Murakami, where she effortlessly captured the vibrant essence of the Y2K aesthetic. Her return to the Speedy Bag in this latest campaign further illustrates her enduring relationship with the brand.
The new campaign takes on a more personal approach, focusing on the modern significance of the Monogram in everyday life. In a visually captivating video directed by Roman Coppola, Zendaya presents herself as a contemporary fashion muse, sharing a heartfelt monologue to her Speedy Bag. She expresses a deep connection with the handbag, saying, “With you, I feel something familiar—like a reflection of my own instinct for velocity.” Through her words, she captures the essence of how this timeless accessory continues to inspire and resonate with people today.
As Zendaya revitalizes interest in the historic Speedy Bag, she brings a breath of fresh air to this 96-year-old style, proving that even long-standing fashion icons can feel as new and relevant as they did at their inception. This campaign not only showcases the enduring popularity of Louis Vuitton’s Monogram but also reaffirms Zendaya’s status as a modern style icon who effortlessly bridges the past and the present.