HITTING REVERSE: To mark the release of its new Neverfull Inside Out bag, Louis Vuitton has tapped Sophie Turner to star in her first dedicated handbag campaign since becoming an ambassador of the house in 2017.
The “Game of Thrones” star has taken on the role with aplomb, appearing in a playful behind-the-scenes video in which she plays presto with the fully reversible tote, as the camera moves back and forth between her and a Neverfull Inside Out MM that flips between a Monogram canvas and a striped red fabric lining.
Turner says she likes to switch between handbag styles depending on the occasion. So what does she carry in hers? “When I’m working or traveling or with my kids…everything, including the kitchen sink. But when I’m just popping to lunch with a friend, I like to keep it minimal,” the English actress told WWD.
Some essentials are non-negotiable. “Always cough drops, my wallet, lip balm and headphones. Can’t go anywhere without music,” said Turner, who has previously starred in ads for Vuitton’s ready-to-wear, jewelry and watches.
Sophie Turner in the Louis Vuitton campaign for the Neverfull Inside Out bag.
Julien Martinez Leclerc/Courtesy of Louis Vuitton
Launched 17 years ago, the Neverfull tote has become a mainstay of Vuitton’s handbag collection, alongside styles such as the Speedy, Alma, OnTheGo and Noé. Going on sale Friday, the Neverfull Inside Out comes in a variety of sizes and fabrications.
The Neverfull Inside Out MM is available in a combination of classic Monogram and grained leather, in black or tan, in addition to a full textile version that twins coated canvas with the striped fabric lining in the aforementioned red, as well as saffron or vibrant pink. Extra hooks allow the bag to transform into a trapezoidal hobo shape.
An upscaled GM size of the style, featuring printed travel patches, will debut as part of the next Flight Mode travel capsule.
The smaller Neverfull Inside Out BB comes with a detachable interior zipped pouch that becomes a signature exterior detail, and a removable Monogram strap to transform it into a shoulder or crossbody style. It’s available in Monogram canvas combined with grained leather in black, khaki or hot pink.
Turner likes to adapt her bag to what she’s wearing. “I’ll be flipping it inside and out every other day,” she said. “It’s so versatile. It goes with anything.”
She joked that the Neverfull MM does exactly what it promises. “It literally never gets full, I could pack my entire bedroom into this bag. But that’s in the name,” she said.
Sophie Turner in the Louis Vuitton campaign for the Neverfull Inside Out bag.
Julien Martinez Leclerc/Courtesy of Louis Vuitton