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Louis Vuitton Switches to a Seasonless Model of Men's Shows

Michael Burke, President and CEO at Louis Vuitton, along with the Creative Director of the men's brand line, Virgil Abloh, told WWD about plans for the near future.


Louis Vuitton Men's Spring 2020 | Credit: Delphine Achard

Virgil Abloh will show the Louis Vuitton Spring-2021 men's collection in Shanghai. The show will be held on August 6 in an offline format. Later, the collection, called Message in a Bottle, will be presented in Tokyo. All this will consist of 30 looks created from new fabrics, 25 formed from recycled materials, and another 25 looks from the previous collection. Such a concept will help make it more environmentally friendly, says Virgil Abloh.


Louis Vuitton goes on an international tour. According to Virgil, this is the biggest step towards the new system of the fashion industry. Each season, Louis Vuitton collections will move around the world. However, this is not surprising: travel is part of the brand’s DNA. Virgil's shows will not indicate the beginning and end of the season. "Let's explore [the world]. We can start the other way around,” said Vergil Abloh.


Upcoming Louis Vuitton shows will be open to the general public. They can be watched live. "Therefore, we must make clothes. The shows will be live, but they must have an audience. The modern approach proposes to abandon the strict social hierarchy of guests of the show. We're getting rid of a straitjacket,” said Michael Burke.

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