3 Chapters That Anchor Virgil Abloh’s Louis Vuitton Spring Summer 2019 Menswear Campaign
Since coming onboard the Louis Vuitton luxury house, Virgil Abloh is actively shaking up the fashion scene with his sartorial servings of democratic proportions. He is regarded as an agent of change, a disruptor of some sort who dares to shift parameters in the fashion industry.
For Louis Vuitton’s latest spring summer 2019 men’s collection, the menswear artistic director raises a toast to life and presents a case study that encompasses rites of passage in the campaign.
Nicely segmented into three waves, it has the same feel as the fashion house’s much talked about men’s spring summer 2019 fashion show in Paris last June.
1/3 Infancy, Childhood, Adolescence
Launched in January, the first chapter of this campaign traces the stages of a man’s life and wardrobe. Infancy, Childhood, Adolescence by Inez and Vinoodh is represented by youngsters in still images and videos juxtaposed against poppy and rainbow leitmotifs ala The Wizard of Oz.
The visual discourse is a powerful statement of equity, diversity and inclusivity; presented in a playful rendition that reflects on childhood innocence, dreams and desires.
2/3 The Painter’s Studio
Virgil Abloh reinterprets one of the greatest works of French realist Gustave Courbet, The Painter’s Studio, with the help of fine-art photog Mohamed Bourouissa and it sets the tone of his vision for Louis Vuitton.
The 1855 oil on canvas work depicts Courbet (who is in the midst of completing a landscape painting on canvas while being watched by a nude model) at the centre of this masterpiece, wedged between people from all levels of society on the left and Paris’s elite on the right.
Abloh’s rendition, meanwhile, shows him fitting a model in the thick of the crowd comprising team members, models and friends.
3/3 School Teens
Slated to be released on March 22, the campaign shot by Raimond Wouda harks back to Louis Vuitton’s spring summer 2019 show where colours of the rainbow were the order of the day.
Shot at schools around LA, it captures the interactions between teenagers and the dichotomy between sense of belonging and the need to express individuality.
Check out the entire collection here.