Louis Vuitton has unveiled a new campaign celebrating the 130th anniversary of its Monogram. Introduced in 1896, the Monogram has become one of the Maison's most enduring symbols, transcending generations. Yet for this milestone, Louis Vuitton has chosen not handbags, but trunks—the creations that laid the foundation of the House's history.
Through five of its most iconic trunks, the campaign revisits the culture of travel, the Maison's savoir-faire, and the creative spirit that has shaped Louis Vuitton since its beginnings.
Copyright;LOUIS VUITTON
The Monogram is instantly recognizable as one of Louis Vuitton's defining signatures. Long before it became an icon, however, the House was dedicated to a single idea: travel.
Since its founding in 1854, Louis Vuitton has continuously reimagined how people move through the world, beginning with the invention of lightweight, flat-top trunks and expanding into a wide range of designs created to accompany every journey.
Copyright;LOUIS VUITTON
Rather than celebrating the Monogram as a motif alone, the campaign turns attention back to the philosophy of travel and craftsmanship that gave rise to it, inviting viewers to rediscover the Maison's origins through its most emblematic creations.
Narrated by writer Sophie Fontanel, the campaign combines live-action cinematography with delicate white line drawings layered over real-world scenes.
©LOUIS VUITTON
A wardrobe trunk placed on a Paris rooftop becomes the launch point for a paper airplane. A flower trunk transforms a florist's storefront into a flourishing landscape. A desk trunk unfolds into a creative workspace, while a bed trunk connects travel with moments of rest beside the Seine.
Rather than illustrating the trunks' construction, the animated drawings visualize imagination itself. Blending seamlessly with the city's everyday scenery, they reveal the stories and possibilities hidden within each creation.
In doing so, the trunks evolve beyond practical travel objects into vessels that carry creativity, memory, and everyday life.
At the heart of the campaign are five trunks that embody Louis Vuitton's pioneering spirit.
Introduced in 1870, the Malle Courrier reflects the rise of railway travel and a new era of long-distance journeys.
Created in 1910 to transport floral arrangements, the Malle Fleur brings flowers—and a sense of delight—into the streets of Paris.
Designed in 1929 for conductor Leopold Stokowski, the Secrétaire Stokowski transforms the concept of a trunk into a fully functional mobile workspace.
Developed in the 1880s, the Malle Lit reimagines comfort on the move, appearing beside the Seine as a reminder that travel also embraces moments of rest.
Completing the collection is the Malle Armoire, introduced in 1875 as a portable wardrobe, embodying Louis Vuitton's vision of bringing the comforts of home wherever one travels.
Copyright;LOUIS VUITTON
Together, these trunks reflect not only the lifestyles of their respective eras but also the creative evolution that has defined the Maison for more than a century.
The campaign is ultimately about more than the functionality of trunks.
People travel, deliver flowers, work, rest, and build lives. Throughout each era, Louis Vuitton's trunks have accompanied these moments, carrying not only belongings but also the stories of the people who used them.
©LOUIS VUITTON
As the Monogram marks its 130th anniversary, Louis Vuitton returns to the trunk—the House's original icon. Through poetic imagery and delicate white drawings, the campaign quietly reaffirms the enduring values of travel, savoir-faire, and the joy of creation, while looking toward the future of the Maison.
Campaign Film:
https://youtu.be/WdIuJVl_jsw
Contact:
Louis Vuitton Client Services
TEL: +81-120-00-1854 (Toll-free within Japan)
Through five of its most iconic trunks, the campaign revisits the culture of travel, the Maison's savoir-faire, and the creative spirit that has shaped Louis Vuitton since its beginnings.
Copyright;LOUIS VUITTONThe Trunks That Carried the Monogram's Legacy
The Monogram is instantly recognizable as one of Louis Vuitton's defining signatures. Long before it became an icon, however, the House was dedicated to a single idea: travel.
Since its founding in 1854, Louis Vuitton has continuously reimagined how people move through the world, beginning with the invention of lightweight, flat-top trunks and expanding into a wide range of designs created to accompany every journey.
Copyright;LOUIS VUITTONRather than celebrating the Monogram as a motif alone, the campaign turns attention back to the philosophy of travel and craftsmanship that gave rise to it, inviting viewers to rediscover the Maison's origins through its most emblematic creations.
White Line Drawings That Bring Imagination to Life
Narrated by writer Sophie Fontanel, the campaign combines live-action cinematography with delicate white line drawings layered over real-world scenes.
©LOUIS VUITTONA wardrobe trunk placed on a Paris rooftop becomes the launch point for a paper airplane. A flower trunk transforms a florist's storefront into a flourishing landscape. A desk trunk unfolds into a creative workspace, while a bed trunk connects travel with moments of rest beside the Seine.
Rather than illustrating the trunks' construction, the animated drawings visualize imagination itself. Blending seamlessly with the city's everyday scenery, they reveal the stories and possibilities hidden within each creation.
In doing so, the trunks evolve beyond practical travel objects into vessels that carry creativity, memory, and everyday life.
Five Trunks, Five Expressions of Travel
At the heart of the campaign are five trunks that embody Louis Vuitton's pioneering spirit.
Introduced in 1870, the Malle Courrier reflects the rise of railway travel and a new era of long-distance journeys.
Created in 1910 to transport floral arrangements, the Malle Fleur brings flowers—and a sense of delight—into the streets of Paris.
Designed in 1929 for conductor Leopold Stokowski, the Secrétaire Stokowski transforms the concept of a trunk into a fully functional mobile workspace.
Developed in the 1880s, the Malle Lit reimagines comfort on the move, appearing beside the Seine as a reminder that travel also embraces moments of rest.
Completing the collection is the Malle Armoire, introduced in 1875 as a portable wardrobe, embodying Louis Vuitton's vision of bringing the comforts of home wherever one travels.
Copyright;LOUIS VUITTONTogether, these trunks reflect not only the lifestyles of their respective eras but also the creative evolution that has defined the Maison for more than a century.
More Than Luggage, They Carry Stories
The campaign is ultimately about more than the functionality of trunks.
People travel, deliver flowers, work, rest, and build lives. Throughout each era, Louis Vuitton's trunks have accompanied these moments, carrying not only belongings but also the stories of the people who used them.
©LOUIS VUITTONAs the Monogram marks its 130th anniversary, Louis Vuitton returns to the trunk—the House's original icon. Through poetic imagery and delicate white drawings, the campaign quietly reaffirms the enduring values of travel, savoir-faire, and the joy of creation, while looking toward the future of the Maison.
Campaign Film:
https://youtu.be/WdIuJVl_jsw
Contact:
Louis Vuitton Client Services
TEL: +81-120-00-1854 (Toll-free within Japan)
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