Louis Vuitton Presents its Fall/Winter 2021 Campaign in a Game of Chess

For the Louis Vuitton fall/winter 2021 campaign, Virgil Abloh investigates unconscious biases instilled in our collective psyche by reimagining looks as pieces in a chess game.

The campaign is shot by Tim Walker in North Wales and revisits the motifs and metaphors of chess, a recurrent theme in Abloh’s work at Louis Vuitton. Featured in the campaign are models Felix Cheong-Macleod, Kai Isaiah Jamal, Kian Cleator, Omar Sesay and Rohan Dileepkumar.

Staged as a life-sized game, the collection comes alive as pieces in a choreographed play between a cast of characters. By taking archetypes such as the writer, the artist, the drifter, the salesman, the hotelier, the gallery owner, the architect or the student, the collection explores the dress codes that inform our predetermined perceptions of these familiar characters. Abloh imbues the grammar of these codes with different values and employs fashion as a tool to change those assumptions.