What does a Golden Globe-winning actor keep in his bag? Or a record-breaking NBA champion? Or one of the most exciting young footballers in the world? Louis Vuitton just answered all of those questions, and the results are more revealing than you might expect. The house launched In My Bag, a new campaign built around the Speedy P9, Pharrell Williams’ reimagining of the iconic Speedy bag.

First introduced in the 1930s and named after Paris’s Pont-Neuf bridge, the very stage where Pharrell made his Louis Vuitton debut. The P9 was crafted from double-tanned calfskin that had been drum-milled to achieve a butter-soft, waxy finish. For the campaign, photographed by Thomas Lagrange, a group of Louis Vuitton ambassadors and friends of the house were asked to open their Speedy P9 and show the world what was inside.

Courtesy of Louis Vuitton

First up, Jeremy Allen White, Golden Globe-winning actor and house ambassador, carried a green Speedy P9. It was packed with a copy of that day’s newspaper, a spiral-bound notebook, a brimmed cap, a comb, a watch, a set of dice, extra socks, and a charging cord. Practical, a little unpredictable, and somehow exactly what you would expect from him. Next, Jude Bellingham, the English football prodigy and friend of the house, opted for red. Inside could be found a pair of aviators, a plane ticket, and a passport. Also, an official jersey, a flacon of Louis Vuitton Ombre Nomade, and a set of keys with personalized fobs, since a man was always ready to be somewhere else. Then there was Grammy Award-winning artist Future, who filled his blue Speedy P9 with a tennis racquet, a diamond-set gold chain, a Monogram charm necklace, gummy candies, and a change of sneakers.

Not far behind, LeBron James, Olympic gold medalist and multi-time NBA champion, went with yellow, his Speedy P9 holding golf balls and tees, shaving cream, and his signature cap. Jackson Wang, rapper and house ambassador, chose pink, the bag clasped with fuzzy dice and packed with professional headphones, a Polaroid of family, a fencing glove, music notation, a Rubik’s Cube, and a mini sneaker. Lastly, Victor Wembanyama, record-breaking basketball player and house ambassador, selected turquoise, with a Monogram alien charm on the zip and a mini basketball, a deck of cards, a lucky spur, and wired headphones inside.

Six bags, six lives, and somewhere between a lucky spur and a set of dice, a tennis racquet and a Polaroid of family, the whole point of the campaign became clear. The best bags do not define you, they reveal you. Just like the Speedy P9!

Courtesy of Louis Vuitton