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.
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.