Virgil Abloh has been named as the next artistic director of menswear at Louis Vuitton.
It is always hard for a fashion house – especially one with fantastic history like Louis Vuitton – to name its next creative director. This conceptual decision will influence not just the future of one of the most influental luxury brand, but the industry itself.
Why is that everybody talking about the announcement? One thing’s for sure: everbody knows Virgil’s name. To survive far into the future, brands like Louis Vuitton must actually engage a new generation of consumers and Abloh makes such a fine line between luxury items and streetwear. We have already met this kind of bluring at his working method at Off-White and we can’t wait to see how it will appear at his first Louis Vuitton’s menswear collection. With that ars poetica Virgil made himself not just another cool designer from the US, but a modern cultural phenomenon (he has more than 1.6 million Instagram followers on his personal profile). Although people who believe in traditional fashion circle and value are not happy about the hiring. They are afraid of that the street-luxury hybrid of Virgil Abloh will make the most powerful European fashion house upside down.
The other factor behind the hype is that Virgil will be the first black artistic director in the history of Louis Vuitton and just the third black designer to head up a luxury house (alongside Olivier Rousteing, the creative director of Balmain, and Ozwald Boateng, the creative director of Givenchy menswear from 2003 to 2007).
Macabre or not, there is one thing that fashion-minded people can be sure: with this movement, the industry has officially changed, before Virgil Abloh would shown his first collection at Paris Men’s Fashion Week in June.
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