Louis Vuitton has launched its new “In My Bag” advertising campaign, highlighting the Speedy P9 handbag. Through still-life photography and video content, the campaign features brand ambassadors and friends — including Jackson Wang, Jeremy Allen White, Jude Bellingham, Future, LeBron James, and Victor Wembanyama — opening their Speedy P9 bags to reveal personal everyday items, creating a cross-cultural narrative of lifestyle and self-expression.
The Speedy P9 continues the legacy of the Speedy line, first introduced in the 1930s, while reimagining it for the contemporary era. This mid-sized travel bag reflects the brand’s heritage in travel and serves as a bridge between classic and forward-looking design. The updated version was unveiled by men’s creative director Pharrell Williams ahead of the Spring/Summer 2024 menswear collection.
The name “Speedy P9” is inspired by Paris’s Pont-Neuf bridge: “P” stands for Pont (bridge), and “9” corresponds to Neuf (new), referencing the show’s geographic and cultural context.
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