Louis Vuitton to show its S/S21 men's collection not in Paris, but in Asia
Louis Vuitton is taking its men's fashion collections on the road for the first time, the luxury brand announced on Friday, with shows in China and Japan rather than Paris.
The quintessentially French luxury maison, made the announcment during Paris Fashion Week Online, where instead of releasing a Spring/Summer 2021 collection video like most other brands, Louis Vuitton teased the beginning of a new direction via an animated journey.
In his boundary-pushing style the brand's artistic director of menswear, Virgil Abloh, released a short video that opens with movers clad in pastel blue overalls, with matching drawstring gloves and bandana face masks at Louis Vuitton's ancestral Asnières home.
A collective of animated puppets dubbed 'Zooom with friends'—created by Reggieknow of Fashion Figure Inc.—is sent packing in a container together with Louis Vuitton crates. They're then transported to a barge that begins a journey on the River Seine, making its way out of Paris.
The destination? Shanghai. The purpose? That's where the men's spring/summer 2021 runway show will be held on 6 August 2020. But that isn't even the final destination. The journey is set to continue on to Tokyo for another event. In fact, Louis Vuitton may put in additional stops throughout the voyage from Paris to Shanghai and then to Tokyo.
We do have about a month to wait for the unveiling of the collection. But what we do know is that 'Zooom with friends' will materialise as part of the collection, representing the child-like innocence and diversity that have been prevalent in Abloh's creations for Louis Vuitton so far.
The spring/summer 2021 menswear collection will also see a marked attempt at sustainability. An overarching theme of the collection is upcycling and will be explored in four ways: the introduction of new creations made from recycled materials, the re-introduction of looks from autumn/winter 2020, looks freely created by the studio during Paris' lockdown using recycled materials, and finally, new looks derived from already existing ideas.
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