MONOGRAM STARS: Louis Vuitton is ramping the 130^th anniversary celebrations of its famed Monogram canvas with a campaign starring Zendaya and other friends of the house.

The visuals, which show the “Dune” and “Euphoria” star posing alongside a Speedy handbag, were set to be unveiled Thursday on the brand’s platforms and in print insertions with other celebrities.

They come on the heels of a first round of ads, which broke on Jan. 1, that spotlighted vintage Monogram bags, exalting the character and patina they acquire after frequent use.

Speaking at parent company LVMH Moët Hennessy Louis Vuitton’s annual results presentation, LVMH chairman and chief executive officer Bernard Arnault noted the brand is doubling down on its core handbag category.

“We are focusing instead of diversifying,” he said. “The campaign performed incredibly well, even though the product itself has been around for 50 years.”

Part of a year-long program of activations, the new celebrity ads were shot by Glen Luchford, with accompanying short films directed by Roman Coppola. One of the videos shows Zendaya directly addressing her Speedy, a soft style created in 1930 to keep pace with the era’s growing freedom of movement.

“With you, I feel something familiar, you know – like a reflection of my own instinct for velocity. Maybe that’s the attraction, the shared connection of speed, not waiting, just racing together into what comes next,” mused the actress, who became a Vuitton ambassador in 2023.

A second chapter, to be unveiled on Vuitton platforms starting Feb. 11, will pair French actress Catherine Deneuve with a structured Alma bag; Chinese American actress Liu Yifei with a Noé bucket bag, and South Korean model and actress Hoyeon with a Neverfull tote.

Produced in Monogram canvas since 1959, the Speedy has been the canvas for a series of artistic collaborations since 2001, when then-creative director Marc Jacobs enlisted Stephen Sprouse to customize the bag with graffiti.

For the centenary of its brown and gold patterned canvas back in 1996, Vuitton conscripted designers including Helmut Lang, Romeo Gigli, Vivienne Westwood, Azzedine Alaïa and Sybilla to design bags or travel pieces.

It did an encore in 2014 when the French luxury goods giant gave carte blanche to several iconoclasts — among them Karl Lagerfeld, Frank Gehry and Cindy Sherman — to try their hand at bags and luggage in the supple, yet highly resistant material.

Vuitton is plotting a full-court press throughout 2026 around the motif’s origins, with special-edition anniversary collections backed by dedicated campaigns, pop-ups and other animations and surprises.