Before the physical presentation of the Louis Vuitton P/E 2021 Menswear collection on August 6, the house introduces the first chapter of Virgil Abloh’s vision.
The First Chapter Of The Louis Vuitton S / S 2021 Men’s Collection
Global pandemic enforcements, the Louis Vuitton house has also had to adapt its presentations. Instead of a parade in Paris, for the Louis Vuitton S/S 2021 Menswear collection, Virgil Abloh has orchestrated an event parade to be held in Shanghai on August 6.
But, you have to get there, in Shanghai. This is how the Louis Vuitton S/S 2021 men’s collection, called “Une Bouteille à la Mer”, is divided into three chapters.
The first, presented on July 9, highlights the very essence of the Louis Vuitton house – travel. And it is in a facetious 3-minute mini-film that the house traces the start of the collection, with its slightly special muses.
Entitled “Zoooom and his friends”, this first chapter takes as its starting point the Pont-Neuf, where it all began for the Vuitton house. Founded in 1854, the trunk maker Louis Vuitton was able to anticipate the needs of his time. With the legendary Louis Vuitton trunk (story told here), the trunk maker was able to equip the craziest escapes of the time – in trains and cars then in their infancy.
Adventurers, elegant women, socialites or artists – the Louis Vuitton trunk has accompanied many living icons. Like Ernest Hemingway, and the manuscript of Paris Est Une Fête. It was found at the Ritz, years after its writing; perfectly preserved in a Louis Vuitton trunk.
This is how the LV trunk and its legendary journeys recounted in the first chapter of this Men’s S/S 2021 collection. All in a colorful animation produced by Reggie Know, and punctuated by music composed, produced and produced by The SA-RA Creative Partners ™ (Taz Arnold, Shafiq Husayn & Om’Mas Keith).
A mini-film to discover here which stages Virgil Abloh’s vision for the Louis Vuitton S/S 2021 man: a vision of the world through the eyes of a child.
On August 6, therefore, a real parade will be held in Shanghai and we will then be able to see the collection come to life. A case to be continued.