Somewhere over the rainbow, Virgil Abloh’s Louis Vuitton lives way up high. Bluebirds fly, trouble melts like lemon drops and that’s where you’ll find Virgil and his LV crew. The first Louis Vuitton menswear campaign under Virgil’s artistic direction at the House has dropped, a three-part series of photographs, coinciding with Martin Luther King Jr. Day in America.The first set of photographs, shot by Inez and Vinoodh see three-year-old Alieyth living the cozy life in one of the SS19 Wizard of Oz printed knits. “With the campaign, I wanted to make something that is universal and human at the core,” Abloh told WWD. “Inclusive and dense, something that has gravity. So I decided I was going to focus the campaign on boyhood, not men’s wear. What makes men? The different stages in one’s life, from infancy all the way through teenager, adolescent, young adult to adult.” Seven-year-old actor Leo James Davis is also photographed, basking in the LV wonderland against the rainbow backdrop, and in another image, 16-year-old actor Luke Prael is seen wearing the poppy-print jacket, on the imaginary yellow brick road. The second set of photographs sees Algerian multimedia artist Mohamed Bourouissa recreate Gustave Courbet’s ‘The Artist’s Studio,’ depicting the designer front and centre werking his magic, our girl Christine Centenera doing her thing and a slew of Virgil’s chosen ones; Lucien Smith, Blondey McCoy, Steve Lacy, Syd, Giulia and Camilla Venturini, Baker and the artist himself. This part of the series will be released in it’s entirety from February 1st. The third part of the campaign, photographed by Dutch photographer Raimond Wouda, sees LA students wearing the infamous light-up-your-life t-shirts that Virgil gifted guests at the debut show last year. They’re hanging out in the hallways and on the bench in the basketball court. This part of the campaign will fully drop on March 22nd. Oh, there’s so much to look forward to. Virgil’s the wizard, his Vuitton gets better and better.
The collection is currently available in store at George Street, Sydney as well as Collins Street and Chadstone, Melbourne.
by Roxy Lola