Au Courant

The Master…Virgil Abloh- Louis Vuitton S/S 2021 Menswear Campaign…Message in a Bottle…

Starting in Paris, Virgil Abloh took his collection, ‘Message in a Bottle’, around the world to celebrate inclusivity and unity, culminating in his new Louis Vuitton Men’s Campaign. Highlighting the symbolic power of style and tailoring to express newfound power and freedom, the campaign brings together the collection’s mix of influences including the season’s ska-inspired Damier-like checkerboard motif. Uniting people of diverse backgrounds, the musical genre of ska reinterpreted classic British tailoring and exemplifies Virgil Abloh’s approach to his ongoing Louis Vuitton collections.

I strive to employ fashion to reflect and affect ideals of inclusivity, unity and humanity.

Virgil Abloh

Photographed by Tim Walker, the campaign images accentuate the collection’s aspect of fantasy and the boyhood ideology that Abloh refers to throughout his Louis Vuitton collections’ arc. Starting with the formative idea of seeing the world through the experiences of a young man, the collection proposes an alternative to rationalism in order to imagine the impossible. The collection’s ethos is embodied by the “Zoooom with Friends” crew, imaginary characters that appear in various forms from oversized balloons to accessories. Each different to the other, the puppets represent the fundamental belief in inclusivity and multiculturalism embedded within the Louis Vuitton Men’s collections.

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