Louis Vuitton Presents Its Men’s Fall/Winter 2021 Spin-Off Show in Seoul with BTS

There were new looks and a strong showing from the South Korean superstars.

Though Virgil Abloh’s fall 2021 menswear collection for Louis Vuitton was first shown Paris back in January, the brand staged a spin-off show in Seoul, featuring 34 brand-new looks and starring a special group of house ambassadors: South Korean boy band BTS.

Previously an industrial building, Bucheon Art Bunker B39 was refurbished in 2018 into an art and culture space while preserving its history and exceptional architecture. Featuring unfinished walls and high ceilings, the five-story building hosts a 39-meter-tall bunker, where the men’s fall/winter 2021 collection was unveiled.

“Seoul has such unique energy and BTS embody this vibe completely,” said Abloh, as quoted in WWD. “They add their spin to the collection, make it their own, and take it to new heights.”

It wasn’t just any fashion show, however, as the global megastars headlined a film by South Korean director Jeon Go-woon. In the film, the seven members of BTS make their way through a massive steel structure, discovering 41 Louis Vuitton fall/winter 2021 looks along the way, and modelling the collection themselves. RM, Jin, SUGA, j-hope, Jimin, V and Jung Kook mysteriously make their way through the various levels of a sparse concrete building as a white blimp with the word “hope” written in red floats around the building.

This spin-off is a continuation of Abloh’s “The Voyage” series, which takes his designs for Louis Vuitton across the globe to meet customers where they are. The fall 2021 collection itself features many nods to travel, from the airplane buttons on coats and blazers (seen on the looks worn by RM, SUGA and Jung Kook in the film) to the emphasis on oversized bags (carried by Jimin, RM and Jung Kook) to V’s LV-branded to-go coffee cup.