Louis Vuitton has unveiled its new campaign, “In My Bag,” spotlighting the Speedy P9 and featuring six of its Ambassadors and Friends of the House: Jeremy Allen White, Jude Bellingham, Future, LeBron James, Jackson Wang, and Victor Wembanyama.

The series, photographed by Thomas Lagrange, presents a mix of still-life images and short films that invite viewers inside each figure’s Speedy P9. The contents of each bag—ranging from everyday items to personal keepsakes—offer glimpses into their routines and personalities.

The Speedy P9 continues Louis Vuitton’s lineage of travel-inspired design. Originally introduced in the 1930s, the Speedy has long represented practicality and movement. The new P9 iteration was introduced by Men’s Creative Director Pharrell Williams ahead of his Spring/Summer 2024 debut. Its name references the Pont-Neuf in Paris, where that show took place—“P” for Pont (bridge) and “9” for Neuf (new). Crafted from supple calfskin, the bag is double-tanned and drum-milled for a soft, waxy texture.

Each campaign subject reveals a distinctive selection of belongings. Actor Jeremy Allen White’s green Speedy P9 carries a newspaper, notebook, and watch—details that suggest an on-the-go creative mindset. Footballer Jude Bellingham’s red version includes travel essentials such as a passport, plane ticket, and sunglasses.

Musician Future’s blue Speedy P9 blends luxury and leisure, holding a tennis racquet, a gold chain, and sneakers. LeBron James’s yellow model contains golf balls, tees, and grooming products. Performer Jackson Wang personalizes his pink edition with studio tools and sentimental keepsakes, while Victor Wembanyama’s turquoise bag carries a mini basketball, cards, and a lucky charm.

Through these portraits, “In My Bag” connects Louis Vuitton’s artisanal heritage with contemporary personal expression. The campaign underscores the Speedy P9 as both a functional travel piece and a canvas for individuality—modern symbols of how the brand’s craftsmanship continues to evolve alongside its ambassadors.