Louis Vuitton launches the house’s latest campaign titled, “In My Bag”, spotlighting the Speedy P9 carryall through a cast of high-profile ambassadors and friends of the Maison. What are the most famous people in the world carrying in their bags? Louis Vuitton has an answer. Featuring Jeremy Allen White, Jude Bellingham, Future, LeBron James, Jackson Wang, and Victor Wembanyama, each celebrity has the contents of their own personalised Speedy P9 revealed through a series of still-life top down shots.

It’s a simple concept. Open the zipper, and show what’s inside. Each snapshot reveals a little bit of everything, an excerpt of ones personal routines and identity. Jeremy Allen White’s green P9 carries everyday items like a notebook, a newspaper, while Wang’s pink carryall has an eclectic assortment of objects tied to his music and his career, from a pair of headphones to a Polaroid photo of his younger self.

The Speedy P9 is a rework of the house’s classic Speedy bag, first introduced to the world in 1930. Recontextualised and reimagined by Men’s Creative Director Pharrell Williams, the P9 is the ultimate symbol of the 2020s, and is a reminder of how Louis Vuitton continues to push itself into the mainstream canon. It’s a legacy that not many can achieve, and that’s why the P9 feels so present yet timeless at the same time. Crafted from a double-tanned calfskin with a soft, waxy finish, this special carryall is by no means a casual workwear bag (well, if you really want to, we’re not stopping you!), it’s both art and functional object.

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