BAGS OF STYLE: What does Pharrell Williams carry in his Louis Vuitton Speedy P9 bag? His Grammy awards, apparently. The day after the music awards in February, the French fashion brand’s creative director of menswear shared a glimpse inside his yellow crocodile leather Monogram bag on Instagram.

It contained his Dr. Dre Global Impact Award from the National Academy of Recording Arts & Sciences, and another statuette hidden behind it — presumably for “Chains and Whips,” the Clipse track, featuring Williams and Kendrick Lamar, that took home Best Rap Performance.

It turns out the visual was a teaser for Vuitton’s first dedicated ads for the Speedy P9, the calfskin leather version of the Speedy bag that Williams introduced as part of his debut collection for spring 2024.

The “In My Bag” campaign, photographed by Thomas Lagrange, features still life visuals of the personal items inside the bags of brand ambassadors and friends of the house Jeremy Allen White, LeBron James, Victor Wembanyama, Future, Jude Bellingham and Jackson Wang.

Each bag functions like a snapshot of its wearer’s life and career. Named a Vuitton ambassador last June, White carries a copy of today’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 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,” said the U.S. actor, best known for his role as chef Carmen “Carmy” Berzatto in the comedy-drama series “The Bear.”

James has a yellow version, which he fills with essentials including golf balls and tees, alongside grooming staples like shaving cream and his signature baseball 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,” said the basketball legend, Olympic gold medalist and multi-time NBA champion.

Wembanyama’s turquoise Speedy P9 features a charm in his signature alien motif, and contains a mini basketball alongside a deck of cards, a lucky spur and wired headphones.

Future stuffed his large blue carryall with a tennis racquet, a diamond-set gold chain, a Monogram charm necklace, gummy candies and a change of sneakers. Nestling inside Bellingham’s red bag is a pair of aviator sunglasses, a plane ticket and passport, an official jersey, a bottle of Vuitton’s Ombre Nomade fragrance, and a set of keys with personalized fobs.

Meanwhile, Wang accessorized his pink Speedy P9 with a pair of fuzzy dice charms. Inside, you will find professional headphones, a Polaroid photo of family, a fencing glove, music notation, a Rubik’s Cube and a mini sneaker, among other novelties.

The campaign broke on Friday in print worldwide and on Vuitton’s social platforms.