Louis Vuitton’s apparition during this Paris Menswear Fashion Week was meant to be the first part of a much longer trip, which has been announced and explained through the video teaser by Abloh. The Adventure of Zoooom with Friends tells the story of a group of fantastic cartoon characters who, after storming Paris, left the city on an improvised boat, going towards the Sun. They are nice, funny and above all irreverent. They have turned the French capital upside down and they are willing to do the same in their next destinations.
Louis Vuitton will travel with them, from capital to capital, with a story that will unfold until the end of 2020. First stop Shanghai, then Tokyo: Virgil Abloh’s idea is a response to the current situation, made of virtual fashion shows and uncertainties about the future of fashion week itself. Despite taking part in the traditional calendar with this teaser, he then decided that the collections will be showed independently. From a geographical point of view as well. Diversity, inclusivity and cohesion are the basis of Louis Vuitton’s work, the only LVMH brand to have a black man as creative director.
The collection is titles Message in a Bottle – not by chance. We just have to wait to see it in China on August 6th. In the meantime, we can perhaps already try to imagine the looks we will see on the catwalk, as Abloh also stated that the collection will be made around the upcycling principle. This is to say that clothes will be made not only in recycled materials, but also recycled ideas: together with new looks – created during the quarantine – there will also be reinterpretations of previous garments.
Cover image courtesy: Louis Vuitton via Instagram.