Fashion

Continuing the theme of strength in diversity that underscored his debut collection for Louis Vuitton earlier this year, Virgil Abloh has unveiled an exclusive week long menswear pop-up brimming with Oz iconography in the heart of Mayfair.

It’s no coincidence for SS19 Abloh chose to profile the story’s four main protagonists side by side as they waltzed down the Yellow Brick road, their silhouettes distinct and immediately recognisable on the front of sweatshirts, mirroring the diversity of the model cast who wore them. The same can be said of his reference to a light prism: every secondary school student will tell you that when white light hits a prism it refracts into a rainbow of colours, a diversity which, like the story’s characters, underpins the new strength of the brand under Abloh’s direction. Now, his analogy comes to life in immersive form via a 2000 sq ft pop-up menswear store, complete with Yellow Brick Road, wild forests and poppy fields from the land of OZ, as well as a range of ready-to-wear from tailoring to hoodies, shoes and multi-coloured accessories.

The pop-up is open by appointment only, guests can book their visit in advance here.