Louis Vuitton released their new campaign for the Spring-Summer 2019 collection. This is men’s artistic director Virgil Abloh’s first campaign with the fashion house. The campaign is divided into three different chapters; Infancy, Childhood, and Adolescence; The Painter’s Studio; and School Teens. All chapters will be released from January until March 2019.
- Infancy, Childhood and Adolescence
The first chapter was revealed on January 21st. Captured by Inez & Vinoodh, the campaign focuses on the development stages that form a man’s identity and wardrobe. Classic movie The Wizard of Oz became one of the muses of this chapter. The children appeared in this chapter each symbolizes their own age; Alieyth (3) and Jack (2) embody the purity of infancy, do not get bothered by the complicated perceptions of gender and color. Leo James Davis (7), Evan Rosado (12), and Luke Prael (16) represent the stages of preteen and teen, the blooming boyhood.
- The Painter’s Studio
The Painter’s Studio will be released on Friday, February 1. Shot by Mohamed Bourouissa, this chapter reimagines ‘The Painter’s Studio’, oil on canvas work from 1855 by a French realist named Gustave Courbet. In this campaign, Virgil Abloh is seen fitting a Spring-Summer 2019 look, with his team, social circle and models surrounding him. This chapter is Virgil Abloh’s portrayal of his vision for Louis Vuitton; diversity, inclusivity, and unity.
- School Teens
The third chapter, School Teens, will be revealed on March 22. This chapter embodies the communication between teenagers in groups to the evolvement of a man from boyhood into adulthood. Captured by Raimond Wouda, this campaign consists of students dressed in block-color t-shirts, that evoke the Spring-Summer 2019 Louis Vuitton show, where 1500 young students were invited by Virgil Abloh. The photographs were taken around Los Angeles schools and captured the culture in the teenage years; the desire to belong contrasted by the need for individuality. These years decide on a man’s understanding of his own identity in the future.
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