Femke Lippens

10 Jul
Fashion

Virgil Abloh To Reveal Louis Vuitton Men’s SS21 Collection in ‘Zoooom With Friends’

Louis Vuitton’s men’s artistic director, Virgil Abloh, will reveal his Spring-Summer 2021 Men’s collection in the shape of an international, digital trip around the world. Unveiled gradually in chapters starting in July through the end of 2020, the format demonstrates Abloh’s core values of diversity, inclusivity, and unity. The first part of his tour is a partly animated short film, called ‘Zoooom With Friends’.

Titled ‘Message in a Bottle’, the Louis Vuitton Spring-Summer 2021 Men’s collection will be presented in a voyage of international events from Paris to Shanghai and Tokyo. The project was created for Digital Paris Fashion Week 2020.

Zoooom with Friends

The brand’s digital trip starts in the City of Lights: Paris! The first chapter of the trip is shown through a short film, portraying the adventures of a colorful crew named ‘Zoooom with Friends’.

Through the five days of fashion week, the group of rascals swept through the city’s gilded salons, went wild at Louis Vuitton, and cruised down the River Seine leaving behind a rainbow trace transfixed across the Paris sky. The good folks of Paris weren’t happy with the arrival of the crew as they turned tradition on its head. The motley characters follow movers packing Louis Vuitton shipping containers at the Maison de Famille in Asnières near Paris. When they leave, the Parisians’ fright turns to fondness, for as unusual as they were, they only brought good intentions.

Through the eyes of a child

On 6 August 2020, after crossing the oceans, the shipment arrives in Shanghai and the Louis Vuitton Spring-Summer 2021 Men’s Runway Show unfolds. No longer animated, ‘Zoooom with friends’ come to life in the collection, which explores Virgil Abloh’s ongoing theme of boyhood: seeing the world through the eyes of a child. Each different from the other, the puppets represent the fundamental belief in inclusivity embedded within the Louis Vuitton Men’s collections.

Later this year, the voyage continues to Tokyo where a third event will be staged. The Spring-Summer 2021 Men’s collection is founded in four methods of upcycling: new looks made from recycled material, looks repeated from the Fall-Winter 2020 collection, looks freely created by the studio during the lockdown using recycled material, and new looks created from existing ideas. These principles set the premise for the evolution of the collection.

Louis Vuitton follows other brands like Azzaro, Hermès, and Dior by creating a film to debut a collection.

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