For his debut campaign at Louis Vuitton, Virgil Abloh presents a three-part study on values he first explored with his SS19 show last June; a meditation on globalism, inclusivity and childhood that will span from January until March.
The three-part campaign begins with infancy, childhood and adolescence, artfully played out in that collection with prints of Dorothy asleep on her bed of poppies, photography duo Inez & Vinoodh were tasked with visualising the development stages of boyhood for the campaign. Key pieces from the collection appear on boys of different ages, whose innocence and uninhibited sense of self symbolises a state blissful ignorance – where ideas of gender, colour or background are not yet formulated.
Next – set for release on 1st February – is the painter’s studio, a series of photographs by Algerian born, Paris-raised, fine art photographer Mohamed Bourouissa, who re-imagines the 19th century masterpiece of the same name, by French realist painter Gustave Courbet. The work, which Courbet referred to as, “representing society at its best, its worst, and its average”, depicts a cross-section of social class with Courbet working on a canvas at its centre. Under Bourouiss’s direction, the painting has been restaged with Abloh as it’s focus, a symbolic representation of the all-encompassing exchange of ideas that defines his creative process at Vuitton.
Lastly is School Teens, featuring group shots of angsty teens in the throws of the social Serengeti that is High School. Shot by Dutch photographer Raimond Wouda, for whom teen rites of passage are somewhat of an occupational study, the images were produced around schools in LA and play on the idea of individuality vs belonging. Set to be released on 22nd March, the series is an attempt at discovering the ways in which men come to form their identity…and their wardrobe.