Yahoo Lifestyle Zendaya Fuels Y2K Nostalgia With $7.4 Million in Media Exposure for Louis Vuitton x Takashi Murakami Collection Campaign
In celebration of the 20th anniversary of its collaboration with Japanese artist Takashi Murakami, Louis Vuitton launched a re-edition of the collection with a major boost of star power. The colorful campaign released on Dec. 26 and was fronted by Zendaya. It garnered $7.4 million in media impact value in only one week since its debut, according to Launchmetrics. MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate ROI.
She appeared in a series of stills and videos online and across the brand’s social media channels ahead of the collection’s Jan. 1 release. The hero video highlights scenes of iconic New York landmarks with music by electronic pop artist Sophie. Zendaya can be seen posing with an array of items from the capsule, including bags and other branded accessories. The star has been an ambassador for the brand since 2023.
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The collection consists of ready-to-wear, re-edition bags, wallets and scarves. Most notable is the Speedy Bandoulière 25, which is made available in the multicolored monogram-coated canvas. The shoes in the collection include a pair of trainer sneakers, the Sunset Flat sandal and 6AM flat mule. Finally, the collection includes a series of items in the classic Louis Vuitton brown and gold monogram, with colorful Murakami flowers painted across the front. Another motif that was brought back is Superflat Panda, which first appeared in 2003, and can be seen on several smaller accessories.
Speaking to WWD, Pietro Beccari, chairman and chief executive officer of Louis Vuitton, said the dose of nostalgia can resonate with young consumers. “Young people are reviving that era, and we want to connect with them through this re-release,” Beccari said in an exclusive interview conducted via email.
A second installation will arrive in March. The collection is available to shop on louisvuitton.com
Louis Vuitton x Murakami 2025 Campaign, Behind the Scenes With Zendaya [PHOTOS]
Launch Gallery: Louis Vuitton x Murakami 2025 Campaign, Behind the Scenes With Zendaya [PHOTOS]
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