The Spring/Summer 2019 collection campaign presents the collection Louis Vuitton by Virgil Abloh for spring and summer 2019.
The campaign is a de facto visual presentation of the new seasonal collection. The word campaign refers to an activity to gain support for a specific cause, thing, action.
Virgil Abloh for Spring Summer 2019
In his first campaign for the Louis Vuitton brand, Virgil Abloh, artistic director of the men’s collections, wanted to highlight the values that he has woven into his spring/summer 2019 collection.
The multimedia campaign in three phases from January to March focuses on individual perception and development through the lens of social inclusion. On a global level, the campaign bears all the hallmarks of the Louis Vuitton brand philosophy, which is linked to travel and everything connected with it.
This campaign is divided into three parts.
Part One: Infancy, Childhood and Adolescence
Childhood is the theme of part of the campaign realized by photographers Inez & Vinoodh, which will be presented to the public on January 21. The main theme is the study of boyhood, as already indicated by Virgil Abloh in his Spring/Summer 2019 collection for the Louis Vuitton brand.
The campaign focuses on the developmental stages that shape a man’s identity and wardrobe. Key pieces from the Spring/Summer 2019 collection will be presented on models in various stages of development. Photos and video, iridescent and pastel shades evoking the world of the Wizard of Oz book and omnipresent allegories that emanate from the fashion show
Three-year-old Alieyth and two-year-old Jack are symbols of the purity and innocence of childhood, untainted by concepts such as gender, skin color and faith. The teenage protagonists Leo James Davis, 7, Evan Rosado, 12, and Luke Prael, 16, here represent the stage of adolescent boyhood and symbolize the aspirations and dreams of their generation.
Part Two: The Painter’s Studio
Campaign Launch Date: February 1st. Part of The Painter’s Studio, realized by photographer Mohamed Bourouissa, returns with the medium of photography to the oil painting The Painter’s Studio (Painter’s Studio) by French realist Gustave Courbet from 1855.
The painting was created just a year after Louis Vuitton founded his business. It depicts Courbet himself, immersed in his painting; he is watched from the left by people from all levels of French society and from the right by aristocrats and the upper class. Virgil Abloh styled this image in a modern way: it shows him alone arranging a model from the Spring/Summer 2019 collection amidst his team members, friends and models – all dressed in his collection.
While Courbet’s painting interpreted the “real world” – the society of the time for the eyes of the cultural elite, Virgil Abloh illustrates the vast and all-encompassing change represented by his vision for the Louis Vuitton brand: diversity, inclusion and unity.
Part Three: School Teens
School Teens, a part dedicated to school years and adolescence, will be presented to the public on March 22. It is the work of photographer Raimond Wouda and, against the background of formative communication between teenagers in group situations, illustrates the development of a boy into a fully grown man. Students in colorful t-shirts evoke the Louis Vuitton spring/summer 2019 collection show, which included a “human rainbow” that Virgil Abloh “built” from 1,500 students dressed in the colors of the rainbow spectrum.
The photos, which feel like a modern interpretation of schuttersstukken of the Dutch Baroque, were taken in various schools in Los Angeles and follow the interactive culture characteristic of teenagers. They show a desire to belong in contrast to the need for individuality. This dilemma and tension between uniformity and diversity, which has accompanied us since ancient times, evolves with time, opening the way for a person to understand his identity, style and what these things mean.
About the Louis Vuitton brand
Since 1854, Louis Vuitton has been bringing unique design to the world, combining innovation and style underpinned by the best quality. Even today, the brand remains true to the spirit of its founder, Louis Vuitton, who, thanks to his luggage, bags and accessories for travelers that were as elegant as they were practical, is also considered the founder of the philosophy of the ‘art of travel’.
Since the days of Louis Vuitton, courage has adorned the brand’s story, and true to this legacy, Louis Vuitton regularly invites architects, artists and designers to collaborate on collections of ready-to-wear, shoes, accessories, watches, jewelery and stationery. The perfect quality of Louis Vuitton products is proof of the care the brand devotes to craftsmanship.
Photo source: LuisVuitton.com
Source: www.luxurymag.cz
