Zendaya Stars in Louis Vuitton’s New Campaign Celebrating 130 Years of Its Monogram

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Zendaya might have half a dozen major projects coming out this year—Euphoria season 3, Christopher Nolan’s The Odyssey, and The Drama with Robert Pattinson, to name a few—but add one more to the list: a new Louis Vuitton campaign. The actress, singer, and house ambassador is celebrating 130 years of the monogram with a new project, captured by Glen Luchford and directed by Roman Coppola.

In the campaign, Zendaya pays tribute to the iconic Speedy bag, which, since its introduction into the monogram family, has become a canvas for expression of all kinds, from artists Takashi Murakami and Jeff Koons to celebrity street style and more personal interpretations with bag charms and travel tags.

The Speedy silhouette, originally designed as a compact piece of soft luggage, continues to be a go-to style for those on the move, while the LV monogram itself has remained a tried-and-true marker of the brand, whether classic or reinterpreted. The new campaign with Zendaya is only one part of a year-long brand celebration of the monogram, a signature that has proved its endurance, inspired reiteration after reiteration, and transcended generations of travelers and daily wearers alike.