The Louis Vuitton Speedy P9 campaign “In My Bag” brings together a cast of global ambassadors and cultural figures, offering an intimate look inside the lives and bags of some of the most recognisable names across sport, film and music.
Shot by photographer Thomas Lagrange, the campaign features still-life visuals of the personal items carried by brand ambassadors and Friends of the House: Jeremy Allen White, LeBron James, Victor Wembanyama, Future, Jude Bellingham, and Jackson Wang. Six men, six colorways, six windows into lives lived at speed.
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The Bag at the Centre of It All
The Speedy P9 is a rework of the house’s 1930s icon, reimagined by Pharrell Williams for his SS24 menswear debut. Named after Pont-Neuf — the Paris bridge where Pharrell staged his first Louis Vuitton show — it arrives in butter-soft calfskin leather that reads as understated confidence. The construction relies on calfskin that undergoes double tanning and drum milling, creating a surface that feels soft yet structured, with a finish that reacts to handling over time. Each bag is assembled from 60 components across 240 meticulous steps using 29 specialized tools — hand-filed, stitched, adhered, and sanded.
The campaign itself was quietly announced before it broke. Pharrell Williams posted a glimpse inside his own yellow crocodile leather Monogram Speedy P9 the morning after the Grammys in February — it contained his Dr. Dre Global Impact Award and another statuette. The image turned out to be a teaser for Vuitton’s first dedicated campaign for the Speedy P9.
What’s Inside: A Portrait of Six Men
The campaign relies on clarity and structure. Each composition isolates the bag and its contents, allowing the Speedy P9 to function as a defined frame. The object remains consistent, while the contents shift.
Photographer Thomas Lagrange shoots each bag from above, zipped open, contents arranged with just enough intention to feel accidental. The result is a series of still-life portraits that feel both personal and universally relatable.
Jeremy Allen White
Jeremy Allen White — named a Vuitton ambassador last June — carries a copy of the day’s newspaper, a spiral-bound notebook, a brimmed cap, a comb, a watch, a set of dice, extra socks, and a charging cord in his forest green Speedy P9.
“Being so far from home, it’s important to have something that makes me feel grounded. A reminder of why I’m doing it all, of where I’m coming from and where I’m going.”
LeBron James
Basketball legend and multi-time NBA champion LeBron James unveils his vibrant yellow Speedy P9 — a personal capsule of essentials including golf balls and tees, alongside grooming staples like shaving cream and his signature cap.
“It’s all about blocking the noise. My mindset is the ultimate tool I have on and off the court, and I’ve learned to carry things that keep me centered.” — LeBron James
Jude Bellingham
Jude Bellingham’s red bag holds a pair of aviator sunglasses, a plane ticket and passport, an official jersey, a flacon of Louis Vuitton Ombre Nomade, and a set of keys with personalized fobs — the contents of someone permanently in transit.
“A fast-paced lifestyle like mine keeps me on the move, so it’s important to be ready for anything. I like to know that I’m showing up as my best self in the moment.” — Jude Bellingham
Victor Wembanyama
Victor Wembanyama’s turquoise Speedy P9 features a charm in his signature alien motif, alongside a mini basketball, a deck of cards, a lucky spur and wired headphones. His selection — part court preparation, part strategic thinking — reflects a personality that extends well beyond sport.
“On the road, chess is the one constant. No shortcuts, no luck. Just thinking two moves ahead.” — Victor Wembanyama
Future
Future filled his large blue carryall with a tennis racquet, a diamond-set gold chain, a Monogram charm necklace, gummy candies and a change of sneakers. Scale and contrast, exactly as expected.
“I like to be in my zone and focused when I’m outside. Keeping things like my LV sunglasses on me are an essential part of my style.” — Future
Jackson Wang
Jackson Wang accessorised his pink Speedy P9 with a pair of fuzzy dice charms. Inside: professional headphones, a Polaroid photo of family, a fencing glove, music notation, a Rubik’s Cube and a miniature sneaker. His bag is the most layered of the six — part studio, part memory box.
“A family photo pulls me back to my roots. It represents safety and warmth, it acts as a quiet anchor in a constantly changing world, reminding me that real happiness isn’t material or external.” — Jackson Wang
The Format as the Message
There was a time when “What’s in my bag?” meant a grainy YouTube upload and a tote tipped out on a bedroom floor. Now it’s a fully fledged genre — part voyeurism, part branding exercise — spanning TikTok deep-dives and Vogue videos to high-gloss editorials.
Louis Vuitton’s version does something slightly different: it removes the person entirely and lets the objects do the talking. The Speedy P9 becomes a vessel for identity rather than a status symbol. Instead of centering the bag as an object, the campaign places attention on what it carries. It’s a subtle and effective inversion.
The campaign launched globally in print and on Vuitton’s social platforms.
