Louis Vuitton Goes Seasonless for Fashion Week

The French brand switches from its traditional showcase amidst the COVID-19 pandemic.

Louis Vuitton announced its menswear schedule, and will officially switch to seasonless fashion shows.

After a preview of its Spring 2021 Pre-Collection, the French brand revealed that instead of its traditional showcase at Paris Fashion Week, Louis Vuitton will now host seasonless physical shows in different locations around the world. The first location is set to take place in Shanghai on August 6, with Tokyo to be announced.

The Spring/Summer 2021 collection titled “Message in a Bottle” will introduce a new sustainability initiative, where work will be recycled from previous collections.

The upcoming collection will begin with an animated video on digital Paris Fashion Week, which was shot around the home of Louis Vuitton’s founder. The video shows movers packing Louis Vuitton containers onto a ship that leaves Paris, and it also debuts colorful animated characters hiding as the ship departs.

Photo: Louis Vuitton

Artistic director Virgil Abloh told WWD, “This next show is probably the biggest leap that I’ve made in terms of proposing a new system, how it lives and operates. It’s probably the most fully packaged from the clothes itself and the craftsmanship, to the things you’ll see with the films and how it activates.”

This isn’t the end of the Louis Vuitton fashion shows we all know and love. Rather, chairman and chief executive officer Michael Burke told WWD, “it’s more modern to not have a hierarchy as to who gets to see [the collection]. The fundamental idea is that we’re getting rid of the straitjacket the industry has been operating under. You have to bring back fun because the last time we were together, it was sad and deadly.”

Check out “Message in a Bottle” via Instagram or here on July 10.


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