On the occasion of the 130th anniversary of the Monogram, Louis Vuitton unveils a new campaign dedicated to one of its most emblematic creations: the trunks. Conceived as a celebration of the House’s savoir-faire and heritage, the campaign highlights the foundational silhouettes that have shaped their identities, while affirming their enduring ability.

Through a series of animated visuals enhanced by Sophie Fontanel’s narrative and the lively mark of a white drawing, the campaign offers a contemporary reading of the House’s iconic trunks, revealing each trunk’s function, construction and underlying imagination within quintessentially Parisian settings. The campaign introduces the trunk not only as an object of travel, but as a living creation of Louis Vuitton’s enduring savoir-faire, where the patina of time only deepens their relevance, capable of evolving without ever losing its essence.

Five trunks take centre stage, each testament to Louis Vuitton’s innovative spirit. The Malle Courrier, a modern interpretation of the flat-top trunk introduced in 1870, embodies the spirit of grand departures from a train station. The Malle Fleurs, invented in 1910 to deliver bouquets to the House’s most loyal clients, is found perched on a bicycle beside a typical flower kiosk. The Malle Secrétaire Stokowski, originally created in 1929 for conductor Leopold Stokowski as a complete mobile workspace, is nestled within a Hôtel Particulier. The Malle Lit, first developed in the 1880s for sophisticated travellers, floats along the Seine on a barge. Finally, the Malle Armoire, launched in 1875 to translate domestic organisation into a transportable format, stands majestically on a rooftop overlooking Paris.