Louis Vuitton's Fall-Winter 2020 Campaign is 'Heaven on Earth'

Louis Vuitton's Fall-Winter 2020 Campaign is 'Heaven on Earth'

Louis Vuitton's Fall-Winter 2020 Campaign is 'Heaven on Earth'

Float amongst the clouds with Louis Vuitton.

Float amongst the clouds with Louis Vuitton.

Photography: Tim Walker

Text: Hailee Milton

The utopian idea, ‘Heaven on Earth’ was presented at the transformative Louis Vuitton Men’s Shanghai show this year, alongside the 'Upcycling Ideology'. But, for the Louis Vuitton Fall-Winter 2020 Men’s campaign — photographed by Tim Walker —  the images widen to a surrealist lens, providing us with more context behind Artistic Director, Virgil Abloh's cloud-like clothes. 

This inspiration for this campaign builds off his ongoing premise of 'Boyhood' and the metaphorical language of clouds translates to seeing the world through the unspoiled eyes of a child. For Louis Vuitton, the clouds now serve as a background for the campaign, print for garments, while serving as symbols of freedom, unity, and peace. These three core values, which have been embodied by Abloh throughout the years, are now closely instilled into Louis Vuitton’s vision. Virgil is vocal about propelling his dreams forward as he hopes for a world that transcends prejudice and inspires inclusivity and diversity. Being in a position of power, he is able to push this agenda through his work, creations, and his philosophy.

Therefore, 'Heaven on Earth' falls under the overarching philosophy called, the Black Imagination. Importantly, Louis Vuitton defined the Black Imagination as " The continual imbuement of Black representation within fashion, luxury, and beyond." Noticeable in Louis Vuitton's campaign, the luxury brand lends its platform to young creatives, Michael Ward, and Ottawa Kwami, who is pictured throughout. To learn more about the Black Imagination and 'Heaven on Earth' click here.

To float amongst the clouds with Louis Vuitton, see down below. 

Courtesy of Louis Vuitton.

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