With means to figure out what this time in history means for the fashion world, many fashion brands have begun to increasingly live stream their shows to the public via social media platforms such as YouTube, Twitter, and Facebook. Now more than ever, there is a need for fashion labels to transcend the formerly event-driven world of fashion and to find innovative, forward-thinking ways to showcase their designs.

Enter Louis Vuitton. Earlier this week, the French fashion house announced that they would be streaming Virgil Abloh’s Men’s Spring-Summer 2021 runway show live from Tokyo on September 2nd.

At approximately 7pm GMT+9 (6 AM EST), the site uploaded a half-hour live stream on the website which introduced recurring characters, animations, and clips of the production team, all interwoven into a dynamic runway show.

This would be their second Spring/Summer 2021 show, with ​Shanghai​ being the first. Both shows are part of the “Message in a Bottle” collection, which kicked off with a short ​film​ titled “The Adventures of Zoooom with Friends.” The film features animated characters and live-action scenes which reflect Abloh’s perception of boyhood. The rest of the show is set to roll out throughout the remainder of 2020, ending in China.

In an interview with ​Women’s Wear Daily​, Abloh talked about the ‘Message in a Bottle’ collection, stating that “instead of the doom and gloom, sort of panic approach, I looked at it like, ‘Oh, this is the new frontier that we’ve been asking for in fashion.” The collection is a new approach to their previously in – person focused shows. “We’re in a new era. I feel like this is the pandemic of 2020 with the hard stop between fashion as it was before, and I’m interested in this sort of investigation,” he continues.

The collection itself will feature 30 looks made from new material, 25 looks made from recycled materials, and 25 looks from their previous collection, denoting a new era in sustainability for the brand. It aims to break the status quo while promoting diversity, inclusion, and sustainability.

You can watch the Tokyo show and check out some of their featured looks below.