Choosing a daily bag that adapts to mutable plans while still seamlessly aligning with your style can be tough. After all, bags have evolved from being a mere sack of items to becoming a sartorial accessory—signalling one’s taste, association, and at its core, identity. The bags we carry with us, also carry us with them, and Louis Vuitton translates this sentiment perfectly in its “In My Bag” campaign.
Lensed by Thomas Lagrange, the campaign features a collective of still-life shots that offer a peek inside the Speedy P9s of the movers and shakers in the zeitgeist. A medium-sized iteration of the brand’s iconic Speedy by Men’s creative director Pharrell Williams, the bag is crafted from fine calfskin with a silhouette designed to fit every bit and bob. This campaign frames Le Speedy not just as a coveted leather bag, but as a vessel for self-expression and a reflection of routine.
If the owners’ names weren’t stated below, each campaign image could have been a game of who’s who — guessing the person behind the bag just by its colour, charms and contents. There is no doubt that fans of these celebrities would have had a good time identifying their favourite’s distinct carry-all. But that is not to say the lack of anonymity didn’t pique the interests of those nosy enough to rummage through what is in each of the bags.
The campaign unfolds with a soft pink Speedy, adorned with a pair of fuzzy dice on one side and professional headphones on the other. The bag reveals a curation of personal tokens including a mini sneaker keychain, fencing gloves, sheet music, a Rubik’s Cube, and the LV Crab Bag Charm that doubles as an earphone case — items that are very much essential for a creative musician like Jackson Wang. Always on tour and on the go, Wang also keeps a Polaroid of family with him as a way to ground himself in a constantly changing environment.
A number 5 clasped together with a Real Madrid keychain peeking out of the striking red Speedy could not be a less subtle hint to English footballer Jude Bellingham, who carries with him a pair of stylish aviators, his passport and plane tickets, team jersey and, of course, a good scent to accompany the prodigy’s good looks: the Louis Vuitton Ombre Nomade. An assortment of items look ordinary to the untrained eye, but are in fact crucial for the athlete’s steady transition from training to travel, even at a
moment’s notice.
Building on this concept, the campaign gives us further glimpses into the supple Speedys of basketball stars LeBron James and Victor Wembanyama, followed by Golden Globe-winning actor Jeremy Allen White, and Grammy Award-winning artist Future — with every shot showcasing each individual’s unique character expressed through their personal belongings. From a deck of cards to a copy of today’s newspaper, tennis racquet to shaving cream, these intimate details serve as a reminder that celebrities — be they actors, performers, or sportsmen — lead layered and multifaceted lives just like everyone else.
Yet it comes as no surprise that the common thread linking these stars, each having made their mark in their respective fields, is their choice of the Speedy P9 as a trusted companion along the way — proving that since its debut in the Men’s Spring/Summer ’24 collection, the bag has quickly become a must-have for multihyphenates, serving as a key to always having the most meaningful parts of themselves close at hand, whether on a film set, in the recording studio, or simply headed to the court.
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