A major anniversary... In early 2026, Louis Vuitton honoured a fundamental pillar of its heritage: the 130th anniversary of its Monogram. Designed in 1896 by Georges Vuitton, son of the founder, this iconic pattern will be celebrated throughout the year through several major activations orchestrated by the house. And the first chapter has just arrived...
International icons and their Monogram
After announcing a series of launches at the end of the year, Louis Vuitton unveiled the first major instalment on 5 February: a series photographed by Glen Luchford and directed by Roman Coppola, featuring our favourite celebrities accompanied by their favourite Monogram bag.
‘Whether they are ambassadors or friends of the House, each personality reveals the unique bond they have with their iconic Monogram bag, transforming a simple accessory into a true travel companion. Over generations, these icons collect stories and memories, while embodying a legacy of transmission and quality that lasts over time,’ says the House.
The campaign kicks off with great fanfare with the successful American actress Zendaya. In front of Luchford's camera, she poses with delightful nonchalance, her Speedy bag close by. Created in the early 1930s, this iconic model has embodied Louis Vuitton's modernity and freedom of movement for nearly 100 years. Both in photos and in real life, it is Zendaya's ideal companion on her many travels.
The first face of the Monogram's 130th anniversary, the actress who plays Chani in Dune will not remain alone on stage for long. The luggage maker is set to reveal the rest of its cast, or rather its campaign, by 11 February. We will see French icon Catherine Deneuve with her Alma bag, actress Liu Yifei (from Disney's live-action Mulan) with the 1932 Noé model, and South Korean actress Hoyeon (seen in Squid Game) showcasing the iconic Neverfull. To be continued...
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The Monogram: a signature that has become timeless
Louis Vuitton's Monogram could be summed up as a guarantee of memory and transmission. Four years after his father's death, Georges Vuitton sought, as a press release states, ‘a way to honour the innovative spirit of the founder’. Although the house had already enjoyed a solid reputation in the world of travel since 1854, it lacked a strong and immediately recognisable visual identity.
At the time, flat-topped trunks were still covered in lightweight, waterproof Gris Trianon canvas. In 1896, Georges Vuitton came up with a distinctive pattern: the intertwined initials LV surrounded by a constellation of stylised flowers inspired by the Neo-Gothic movement.
Proud of his Monogram and convinced of its future potential, he filed a patent for it on 11 January 1897, marking a decisive step in the history of the House. The Monogram was officially born, designed to be ‘printed or embossed on any type of material, canvas, leather, synthetic leather or paper, and in any colour,’ as specified in the original document.
Years later, in 1965, his own son would reflect on its origins:
"It all began with the house's LV initials, intertwined yet perfectly legible. Then came the diamond shape. To stylise it, Georges slightly indented the sides and placed a four-petalled flower in the centre. This was followed by the inverted echo of this flower. Finally, a circle housed a flower with four rounded petals. "
From trunks to leather goods
From then on, it was difficult to imagine a train station, airport or seaport without monogrammed trunks, prized as much for their sturdiness and practicality as for the social status they conferred. In 1959, the Monogram began a new reign with the introduction of coated canvas. Its flexibility and resistance finally made it possible to use the pattern on a complete line of bags: Keepall, Speedy and Noé.
The success was immediate. Monogram went beyond its simple decorative function to become a symbol of Louis Vuitton's craftsmanship in its own right. It appeared on Speedys strutting down the streets, on Noés carried in parks, and on Keepalls aboard private jets.
Later, the iconic pattern also found its way into ready-to-wear collections, worn and reinterpreted by several generations of artistic directors such as Marc Jacobs, Nicolas Ghesquière, Virgil Abloh and Pharrell Williams.
The 130th anniversary of Monogram, celebrated by Louis Vuitton
So what does the House have in store for the 130th anniversary of its Monogram? As 2026 approaches, Louis Vuitton is preparing to mark the year with several chapters, each celebrating the unique character of this founding motif.
The kick-off will take place on 1 January 2026 with the launch of a first global campaign, highlighting the brand's five iconic Monogram companions: the Keepall, the Speedy, the Alma, the Neverfull and the Noé.
This will be followed by a Monogram Anniversary collection, divided into three distinct acts, which will reinterpret Monogram ‘through modern design, a profusion of materials and techniques that are both traditional and avant-garde, drawing on the brand's expertise in leather goods,’ according to the house.
The Monogram Origine capsule will kick things off with bags inspired by the original 1896 pattern, available in a canvas blend of linen and cotton. The design will feature the cover of a customer register from the Louis Vuitton archives, but this time in pastel shades.
Next will be VVN, a nod to the brand's leatherworking heritage. Made from delicate natural cowhide leather, the models will be distinguished by an evolving patina that will transform over time, celebrating ‘the purity, authenticity and tactile poetry of handcrafted leather.’
Finally, to conclude this anniversary collection, Louis Vuitton will unveil Time Trunk, a line that blends past and present. The bags will reproduce the textures and metallic details of vintage trunks in trompe-l'oeil, as a direct tribute to the historical DNA of the trunk maker.
Much more than just marketing activations, 2026 promises to be, at least for Louis Vuitton, a year marked by memory, transmission and celebration, reaffirming the position of its Monogram at a time when every fashion house is chasing a strong visual identity, trying as best it can to turn its initials into recognisable icons.
Translated by Bethszabee Garner
