Louis Vuitton Redefines the "Campaign" For SS19

Louis Vuitton Redefines the "Campaign" For SS19

Abloh draws upon significant pillars of life and development to display the Vuitton he envisions, celebrating purity, diversity and communication.

Abloh draws upon significant pillars of life and development to display the Vuitton he envisions, celebrating purity, diversity and communication.

Text: Brandon Tan

Fresh off the debut of his second collection for Louis Vuitton, Virgil Abloh released his SS19 campaign today. Put simply, Louis Vuitton's three-chapter campaign can be put into three words: LV for life. Though concise, the project provides a comprehensive understanding of Virgil's Vuitton vision. "Campaign[s]", by definition according to the French house's press release, are "visuals created by a fashion house to publicise its seasonal collection," but also "A verb delineating the act of soliciting support for a cause." Here, Abloh combines both meanings to campaign for his beliefs by way of his Spring Summer 2019 collection.

The first "phase" of Vuitton men's SS19 campaign reads "1. Infancy, Childhood and Adolescence", photographed by Inez & Vinoodh. Here, significance lies within the developmental stages that inform a man's being; his "identity and wardrobe". Innocence runs rampant, with youth and purity to justify the unfiltered perceptions of gender that we enjoy in these first stages of life. Signature pieces from the collection drape over 2-year-old Jack, 3-year-old Alieyth, 7-year-old Leo James Davis, 12-year-old Evan Rosado and 16-year0old Luke Prael.

The second phase of Spring Summer 2019 depicts a familiar image, one borrowed from French realist painter, Gustave Courbet's 1855 painting 'The Painter's Studio'. Courbet's original displays the artist himself working on a piece, surrounded by French people of ranging societal classes. Through Mohamed Bourouissa's lens and Abloh's direction, the designer is photographed fitting a look, while members of his personal and professional life fill the frame, depicting the "diversity, inclusivity, and unity" that defines his vision for Louis Vuitton.

"3. School Teens" reads the campaigns third and final chapter, shot by Raimond Wouda. Undoubtedly a formative phase in anybody's life, Abloh focuses on the "communication between teenagers in group situations" that most impacts one's transition from boyhood into adulthood. This in-between stage for many sees conflict between uniformity and individuality. Here, students were photographed across Los Angeles high schools dressed in color-blocked tee shirts to depict the quotidian interaction of identities that happens across the globe.

Credits: IMAGES AND VIDEO COURTESY OF LOUIS VUITTON

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