This Fashion House Celebrates Its Monogram Legacy as It Turns 130
As Louis Vuitton marks 130 years of its Monogram, the House returns to the Keepall to trace how a single bag came to reflect the changing pace, purpose, and meaning of modern travel
Looking back to move forward
At a moment when fashion houses are increasingly looking backward to move forward, Louis Vuitton is marking a milestone that predates the modern luxury industry itself.
In January 2026, the House will begin a year long celebration of the Monogram canvas, commemorating 130 years since its creation in 1896 by Georges Vuitton in tribute to his father, Louis Vuitton, the founder of the brand. What began as a practical solution to counter copying has since become one of the most recognizable visual signatures in global culture.
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The anniversary opens with a focus on the Keepall, one of the House’s most enduring designs and a central figure in the Monogram’s history.
Launching on January 1, the campaign positions the Keepall as a heritage object, underscoring its role in shaping Louis Vuitton’s approach to travel and craftsmanship. In doing so, the brand places emphasis on continuity rather than reinvention.
A bag born from changing journeys
First introduced in 1930, the Keepall emerged during a period when travel itself was undergoing rapid change. Journeys were becoming shorter, faster, and less formal. Louis Vuitton responded with a soft sided bag that departed from the rigid trunks that had defined travel for decades.
Originally named the “Tientout,” a literal translation of “keep all,” the bag was designed to be lightweight, flexible, and adaptable, qualities that aligned with a more spontaneous idea of movement.
Its construction reflected this new philosophy. The cylindrical silhouette, rolled leather handles, and double zip closure balanced ease with durability. Made from Monogram canvas and reinforced with leather bands, the Keepall was designed to withstand repeated use while maintaining its visual polish.
Practical details such as the ability to fold the bag flat inside a suitcase pointed to a form of luxury grounded in function. Finishing touches, including polished brass hardware and hand-stitched seams, reinforced the House’s reputation for meticulous craft.
Evolving the canvas without changing its code
The Keepall’s evolution is closely tied to the development of the Monogram canvas itself. Initially produced in linen jacquard, the Monogram underwent a series of technical adjustments over the decades.
A key moment came in 1959 with the introduction of a more supple, lightweight, and waterproof canvas. This innovation allowed Louis Vuitton to modernize its soft luggage offerings without altering the essential composition of the Monogram, which has remained unchanged since.
As travel culture expanded in the postwar era, the Keepall became associated with leisure and mobility. Marketed toward what Louis Vuitton later described as the “weekend generation,” the bag’s name functioned as both description and promise.
Subsequent updates, including the Bandoulière version with a detachable strap, responded to changing lifestyles and expectations around comfort and versatility. Over time, the Keepall has appeared in a wide range of reinterpretations, from oversized formats to versions rendered in Eclipse canvas, titanium leather, and seasonal Monogram treatments.
A living archive of movement
Despite these variations, the core identity of the Keepall has remained intact. Its presence has extended from transatlantic voyages to private air travel and, more recently, to everyday urban use.
This adaptability has helped the bag retain relevance. Rather than chasing trends, the Keepall has accumulated meaning through use, with wear and patina becoming part of its appeal.
The 130-year celebration of the Monogram positions the Keepall as a lens through which to view Louis Vuitton’s broader legacy. More than a pattern or logo, the Monogram is presented as a living system shaped by craft and innovation.
As the year-long program unfolds, Louis Vuitton is inviting audiences to reconsider the Monogram as a record of movement and modern life. Through the Keepall, the House reinforces a long-held belief that travel is both a practical pursuit and an artistic one, and that true luxury lies in the ability to endure.
Courtesy Louis Vuitton
Special thanks Jeanger Navarro
