There was a time when a “What’s in my bag?” video meant a grainy YouTube upload, a tote tipped out on a bedroom floor and the quiet thrill of discovering someone else’s lip balm of choice. Now it’s a fully fledged genre – part voyeurism, part branding exercise – spanning TikTok deep dives to those iconic Vogue vids to high-gloss editorials. Ever wondered what’s in your favourite leading lads’ bags? Well, wonder no more. Louis Vuitton throws its hat into the ring with its latest In My Bag campaign, and naturally, it’s less chaos, more calfskin, featuring the bags of famous faces from Jeremy Allen White to LeBron James.
Front and centre is the Speedy P9 – a rework of the house’s 1930s icon, reimagined by Pharrell Williams for his SS24 menswear debut. Named after Paris’s Pont-Neuf, it’s all butter-soft leather and quiet flex, the kind of bag that suggests you’ve got somewhere to be, even if you don’t.
The cast reads like a particularly well-dressed group chat. White keeps it practical with a newspaper, notebook and spare socks (relatable, if unexpectedly wholesome). Jude Bellingham leans into the jet-set narrative – passport, plane ticket, a flash of Louis Vuitton Ombre Nomade. Future, meanwhile, throws in a tennis racquet and diamonds, because of course he does.
Then there’s James with golf balls and grooming staples, Jackson Wang balancing family Polaroids with a Rubik’s Cube and Victor Wembanyama carrying a mini basketball like it’s the most natural thing in the world. Shot by Thomas Lagrange, the images land somewhere between still life and personality profile – curated, yes, but not entirely devoid of charm.
It’s fashion doing what it does best: turning the everyday into something just a little more considered. The bag isn’t just a bag – it’s a snapshot, a shorthand, a story you can zip up and carry with you wherever you go. What’s in your bag?
Shop the Louis Vuitton Speedy P9 here. Photography by Thomas Lagrange.
