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The first Virgil Abloh advertising campaign for Louis Vuitton has arrived and with it, he continues to introduce new ideas, pushing the limits, in the luxury fashion sector.
In addition to promoting new talent – Alieyth (3), Leo James Davis (7) and Luke Prael (16) – the campaign focuses on the stages of childhood rather than the actual product, illustrating the values of his first SS19 collection. Syd Tha Kyd, Steve Lacy, Octavian and Blondey McCoy are more familiar faces.
"I do not just design clothes. I'm more attracted to why my designs exist, "Abloh told WWD. "Today is the context that punctuates the object."
Abloh then explained how he wanted to "do [a campaign] it's universal and human in the center. Inclusive and dense, something that has gravity. So I decided to focus the campaign on youth and not on men's clothing. "
"What makes men?" Asked he. "The different stages of life, from early childhood to adolescence, to young adults and adults."
The campaign, driven by Inez van Lamsweerde and Vinoodh Matadin, will take place in three stages. Boyhood comes first, followed by a tribute to French artist Gustave Courbet on February 1, which sees Abloh take center stage as an artist, surrounded by models, rappers and other industry specialists. The third digital push arrives on March 22 and shows students wearing t-shirts that were distributed at its first Louis Vuitton show in Paris last year.
In other news, the Schepers Bosman FW19 lookbook is worthy of royalty.
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