On April 3, 2026, the Louis Vuitton In My Bag campaign turned a familiar internet ritual into luxury image-making, using the Speedy P9 as both object and personality test.
On April 3, 2026, the Louis Vuitton In My Bag campaign turned a familiar internet ritual into luxury image-making, using the Speedy P9 as both object and personality test.
April 3, 2026
The house opened it up and let its contents do the talking, building each visual around the belongings of Jeremy Allen White, Jude Bellingham, Future, LeBron James, Jackson Wang, and Victor Wembanyama.
The concept was simple in the right way. Each composition worked like a still life with celebrity habits tucked inside. Jeremy Allen White’s green bag carried a newspaper, notebook, cap, comb, watch, extra socks, and a charging cord. LeBron James’s yellow version held golf balls, tees, shaving cream, and his cap. Future’s cobalt bag came with a tennis racquet, gummy candies, a gold chain, sunglasses, and sneakers. Jude Bellingham’s red one leaned into motion and routine with aviators, travel documents, a jersey, fragrance, and keys, while Jackson Wang and Victor Wembanyama filled theirs with objects that felt closer to memory, play, and off-duty rhythm.
The image no longer asked only what the bag looks like. It asked what kind of life it carries. Shot by Thomas Lagrange, the series treated the Speedy P9 almost like a frame for identity, with the body receding and the personal inventory stepping forward. The bag became less of a trophy and more of a portrait.
Louis Vuitton describes the model as a contemporary reworking of the Speedy, a house icon first introduced in the 1930s. Under Pharrell Williams, the P9 version moved into supple LV Buttersoft leather, with a double tanning process and drum milling used to create its soft hand, while the name references Pont-Neuf in Paris, where his debut for the house was staged. The campaign, therefore, played a neat game with heritage: an old travel silhouette was refreshed through modern celebrity intimacy rather than nostalgia alone.
The Louis Vuitton In My Bag campaign made the Speedy P9 feel newly alive by refusing to keep it pristine. It let the bag get messy with clues, habits, ego, sport, music, work, and travel. A bag can signal status from across the room, though the moment it opens, it starts telling a much better story.
