Virgil Abloh takes you on a ‘voyage’ for the latest collection, and it starts with shipping containers.
The next big event on Louis Vuitton‘s calendar is its Men’s Spring/Summer 2021 show in Shanghai next month. As a prelude, artistic director of menswear, Virgil Abloh, is flexing his creativity through an unfolding of film chapters.
Titled ‘Message in a Bottle’ Abloh imagined taking the world on a trip from Paris to Shanghai and Tokyo, following the voyage of Louis Vuitton’s Men’s Spring/Summer 2021 collection. The idea is to journey across cultures and nations through an inclusive dialogue between the House and its audience.
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@VirgilAbloh presents a new concept for his latest #LouisVuitton collection in lieu of the traditional fashion show format. The Men’s Artistic Director imagined a virtual and literal voyage across the globe starting at the Maison’s ancestral home in Asnières. Follow a colorful crew of animated characters hiding as stowaways and stay tuned for the collection’s next port of call in Shanghai this August. Directed by @virgilabloh Director of animation: Reggie Know (@fashionfigureinc) Music : Musical score by The SA-RA Creative Partners™ @saracreativepartnersinfo (@tazarnold, @shafiqhusayn & @ommaskeith) Featuring: @thundercatmusic, @terracemartin & @kamasiwashington Musical Direction by @_benjib & @virgilabloh
Over last weekend, Louis Vuitton premiered the short film at its Maison de Famille in Asnières-sur-Seine, France. The film, which was then posted on the House’s social media accounts, follows Louis Vuitton shipping containers being transported and loaded onto a barge which sets sail down the River Seine. Adding more character to it is a crew of animated characters hiding as stowaways aboard the boat.
When the collection officially debuts we can expect a major theme in the Men’s Spring/Summer 2021 collection to be upcycling — new looks created using recycled materials, repeated looks from Louis Vuitton’s Fall/Winter 2020 collection, new ideas, and a bevy of looks freely created by the studio during the lockdown.
These short films will continue to roll out through the rest of 2020.