A new campaign highlights the iconic bag with a lineup of familiar names putting it to use.

It&rsquo;s a recurring question during <a href="https://www.hommessingapore.com/style/best-menswear-looks-at-paris-fashion-week-fall-winter-2026-loewe-celine-balenciaga" target="_blank" rel="noopener">men&rsquo;s fashion week</a>, especially at <a href="https://www.hommessingapore.com/style/louis-vuitton-mens-fall-winter-2026-show-celebrities-fashion-jackson-wang-minghao-fourth" target="_blank" rel="noopener">Louis Vuitton</a>. As guests arrive with their oversized <a href="https://www.hommessingapore.com/style/v-taehyung-bts-celine-luggage-bag-mens-fashion-celebrity-style" target="_blank" rel="noopener">bags</a> that feel completely out of sync with the place, time and purpose of the event, you can&rsquo;t help but wonder what's inside. Probably nothing. There&rsquo;s no reason for them to be carrying anything at all when their driver is waiting just outside and a personal assistant is handling their logistics; they&rsquo;re really just there to show up, shake hands and be seen.
And yet, for many of these celebrities, the bag is part of their performance. Which is why the new &ldquo;In My Bag&rdquo; campaign for the Speedy P9 feels so satisfying. Rather than leaving it to speculation, ambassadors are invited to open their bags on camera. The lineup includes Jeremy Allen White, Jude Bellingham, Future, Jackson Wang, Victor Wembanyama&nbsp;and LeBron James.

Photography by Thomas Lagrange, courtesy of Louis Vuitton.

Jeremy Allen White, for one, seems to carry his entire day with him: a newspaper, a spiral notebook, a cap, a comb, a watch&nbsp;&mdash; even dice, spare socks, and a charger. It's a slightly chaotic mix, though still very logo-heavy. The others follow suit, each with their own version of "essentials", with a special mention for Jackson Wang&rsquo;s Rubik&rsquo;s Cube.
The Speedy P9 itself is Pharrell Williams' reinterpretation of the house&rsquo;s original 1930s Speedy, introduced for his debut show in 2024. Softer and more relaxed in structure, it's finished with a waxed texture and released in six bold colors. The name "P9" references the Pont-Neuf.
In its medium size, the bag is starting to take on a specific role: Something akin to the men&rsquo;s equivalent of a mini bag. Not strictly necessary, yet somehow essential.

Jackson Wang, Lebron James and More Reveal What’s Inside Their Louis Vuitton Speedy P9

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