Nearly 93 years after its creation, 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, is currently claimable 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 makes his mark

Pharrell Williams, the brand’s Men’s Creative Director, has been working with the company since he returned to the luxury fashion house in February after his collaborations with Louis Vuitton in 2004 and 2008. Spanning across the brand’s most recognizable styles, the Speedy has been described as one of the brand’s “most coveted” offerings, according to Vogue.

Inspired by the travel revolution and the quickly evolving lifestyles of the early 20th century, the Speedy initially went by the name “the Express,” capturing the attention of Audrey Hepburn in the 1960s after her special request for a smaller version of the bag (dubbed the Speedy 25). From Hepburn to today’s celebrities, including Paris Hilton, Nicole Richie, Lindsay Lohan, Rihanna, and Dua Lipa, the Speedy has naturally found 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 blends its iconic history and product line with today’s digital culture. 

The company’s Treasure Trunk debuted on June 8 and carried a hefty price tag of €39,000 (approx. $43,780 as of the time of publication), which also came with a physical twin that was limited to several hundred pieces. Treasure Trunk owners will have the opportunity to purchase digital keys that grant them access to future “phygital” Louis Vuitton NFT collections that invoke a sophisticated palette for luxury travel and fashion. 

Since Williams’ appearance on LV’s runway show during Paris Fashion Week Spring/Summer 2024 in June, the fashion mogul and cultural icon has been regularly spotted with his unmissable bright yellow Speedy bag that comes with a staggering $1 million price tag.  

Editor’s note: This article was written by an nft now staff member in collaboration with OpenAI’s GPT-4.

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