Nearly 93 years after its founding, Louis Vuitton’s iconic Speedy bag has been reimagined as the luxury fashion house announced the Speedy 40 VIA on July 17. The bag, which was designed in collaboration with Pharrell, can currently be claimed as a digital collectible, with the physical version set to be released in January 2024. As part of LV’s first VIA journey, the Speedy 40 VIA is only available to Treasure Trunk NFT holders, the fashion brand’s access token that dropped in June.
Pharrell leaves his mark
Pharrell Williams, the brand’s men’s Creative Director, has been working for the company since returning to the luxury fashion house in February following his collaborations with Louis Vuitton in 2004 and 2008. Encompassing the brand’s most recognizable styles, the Speedy is described as one of the brand’s “most coveted” offerings, according to Fashion.
Inspired by the travel revolution and the rapidly evolving lifestyles of the early 20th century, the Speedy was initially named “the Express”, and caught the attention of Audrey Hepburn in the 1960s after her special request for a smaller version of the bag (called the fast 25). From Hepburn to today’s celebrities including Paris Hilton, Nicole Richie, Lindsay Lohan, Rihanna and Dua Lipa, the Speedy has naturally made its way into more and more high profile wardrobes.
VIA serves as Louis Vuitton’s new creative strategy and venture into Web3, with the VIA Treasure Trunk representing its first foray into the digital realm that aims to redefine luxury travel through its token-accessible gateway that combines its iconic history and product line with the digital culture today.
The company’s Treasure Trunk debuted on June 8 and had a hefty price tag of €39,000 (about $43,780 as of time of publication), which also came with a physical twin limited to several hundred units. Treasure Trunk owners will have the opportunity to purchase digital keys that grant them access to future “phygital” Louis Vuitton NFT collections that evoke a sophisticated palette for luxury travel and fashion.
Since Williams’ appearance on the LV runway show during Paris Fashion Week Spring/Summer 2024 in June, the fashion mogul and cultural icon has been regularly spotted sporting his must-have bright yellow Speedy bag with a whopping $1 million price tag.
Editor’s Note: This article was written by an nft now contributor in collaboration with OpenAI’s GPT-4.