Louis Vuitton recently debuted a global campaign celebrating 130 years of the Monogram by positioning actress Zendaya at the heart of the project. According to ELLE, this choice highlights the maison’s goal of connecting its long history with modern cultural influence.
The campaign features Zendaya alongside the classic Speedy bag and was captured by photographer Glen Luchford and director Roman Coppola. This specific bag has remained a staple since its debut as soft luggage in the early 1930s. WWD reports that these visuals will be featured across digital and print platforms throughout the year as part of a larger celebration including new capsule collections.
The anniversary collection itself is divided into three parts known as Monogram Origine, VVN, and Time Trunk. As described by Louis Vuitton, the Origine line uses a linen-cotton blend to honor the earliest patterns while the VVN series focuses on high quality leather. The Time Trunk pieces use artistic techniques to mimic the look of the brand’s historic trunks.
Zendaya’s role in this milestone follows her previous work on the Capucines bag campaign. FPN notes that she has become a key figure for the brand’s most important collections due to her ability to bridge the gap between tradition and current trends.
In addition to this anniversary, Zendaya has been a major part of the revived collaboration with artist Takashi Murakami. Forbes explains that the maison brought back the LV × Murakami line in 2025 with a multi-part release. Zendaya appeared in the final chapter featuring the Cherry motif which launched during the Resort 2025 rollout.
Industry experts believe that placing Zendaya at the center of this anniversary shows Louis Vuitton’s desire to protect its legacy while reaching a younger audience. By mixing archival designs with modern ambassadors, the brand ensures that its historic symbols remain relevant in today’s luxury market.
