Floating

Virgil Abloh lands in the clouds for Louis Vuitton’s latest men’s campaign
Fashion | 21 August 2020

Since taking the helm at Louis Vuitton, Virgil Abloh‘s menswear mantra has been largely defined by the uninhibited perspectives on life that only youth can afford. His latest campaign picks up where others left off, by emphasising the importance of this sprightly optimism through the analogy of a cloud – those shifting, dreamlike masses of condensed water vapour that defy possession, territory or constraint.

GALLERY

Shot in a single room by Tim Walker, Vuitton’s FW20 men’s campaign plays with surrealism and perspective, employing a fisheye aesthetic to warp model’s bodies and mess with their proportions. Featuring a diverse range of talent, including British actor Michael Ward (star of Blue Story, Top Boy and most recently, Steve McQueen’s Lovers Rock) and Ghanaian model Ottawa Kwami, the images embody Abloh’s commitment to diversity and supporting young creatives.

Like so much of what Abloh has done at the house, this latest campaign subverts the conventional principles of formalwear, turning it into something less rigid and more fun. The suits worn by each model reflect this approach. Gone are the days when a jacket and shirt conferred corporate status, under Abloh’s vision, the strict codes of suiting are banished to an old world, replaced by a newfound emphasis on progressive joie de vivre.

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