By Lux Exposé
Louis Vuitton’s playful 2021 chess-themed campaign explores the dress codes that inform our predetermined perceptions of familiar archetypes such as the writer, the artist, the drifter, the salesman, the hotelier, the gallery owner, the architect and the student.
A visually striking and super creative idea by the legend Virgil Abloh, well executed as ever – across presentations and pop ups to enhance the brand experience.
‘Virgil Abloh’s 2021 collection examined unconscious inclinations implanted in our collective mind by reimagining looks as pieces in a game of chess. That’s why Louis Vuitton Men’s Fall-Winter 2021 campaign revisits the motifs and metaphors of this competitive board game, a reoccurring theme in Virgil Abloh’s collections for the luxury fashion brand.
Source: Lux Exposé
Shot in North Wales by Tim Walker, Louis Vuitton Men’s Fall-Winter 2021 campaign is staged as a life-sized game, in which models play the role of pieces.
By taking archetypes such as the writer, the artist, the drifter, the salesman, the hotelier, the gallery owner, the architect, or the student, the collection explores the dress codes that inform our predetermined perceptions of these familiar characters. Virgil Abloh imbues the grammar of these codes with different values and employs fashion as a tool to change those assumptions.
Throughout the collection, garments, accessories, motifs and techniques play on themes of illusion. Leather pieces are interpreted through the classic shapes of Louis Vuitton and decorated with added wording, shiny silver, or tuffetage embroidery. Tailored in a slightly loose fit, Louis Vuitton jacket is offered with a playful nod at childhood. The front opening features two fancy airplane buttons, inspired by Louis Vuitton’s travel heritage. Crafted from responsibly-sourced wool twill, it features a plain lining and two flap pockets at the front.
The collection’s standout piece, Monogram Mirror Raincoat uses a mirror finish to evoke the collection’s theme of reflecting life like it is. It features a glossy silver base garnished with an embossed Monogram motif. Chinstrap and yoke details, hidden mirror buttons at the front and side pockets complete the look.
The iconic Keepall Bandoulière 50 bag is made from new reflective Monogram Mirror canvas and finished with natural-leather top handles and nametag. Among the goals of Louis Vuitton’s creative director is to achieve 100% sustainable production by 2025 in accordance with the LIFE360 plan. With that in mind, the new collection features sustainable pieces. The Keepall XS Autres Toiles Monogram in grey is made from LV Felt, a sustainable jacquard weave of recycled wool and organic cotton. The Monogram pattern is embroidered in silver Lurex on the jaquard base. All hardware is made from recycled plastic.’
The chess theme was continued in limited-time space events in Shanghai, Beijing and Hangzhou, inspired by the birch forest dream of the 2022 spring and summer menswear show.
Source: iNEWS
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