DA MAN reports from Singapore on Louis Vuitton Men’s Pre-Collection Spring-Summer 2020 by Virgil Abloh.
Virgil Abloh has held the office of Men’s Artistic Director at Louis Vuitton for almost a year now. His appointment was heavily celebrated on the one hand, and questioned on the other. Nine months, three runway collections and two pre-collections later, Virgil Abloh has proven his naysayers wrong.
In an interview with WWD in January, Louis Vuitton Chief Executive Officer Michael Burke said that Abloh’s Louis Vuitton debut collection generated 30 percent more sales within 48 hours compared to when the brand did its famous collaborative collection with Supreme.
Louis Vuitton has also steadily attracted the attention of rich teens, according to the October 2019 report by investment banking company Piper Jaffray. The French brand rose to the top of the Gen Z market in the U.S. where 14 percent of teens named Louis Vuitton as their favorite handbag label—a substantial improvement for it ranked third in Piper Jaffray’s spring 2019 survey.
Ultimately, according to the Gartner L2 Luxury China Index, Louis Vuitton is now the top luxury brand in China, thanks to its strong focus on younger consumers and streetwear.
And if Virgil Abloh’s Men’s Pre-Collection Spring-Summer 2020 is any indication, there’s no stopping the fashion giant’s success. There are 4 predominant themes in Abloh’s new offering. Aimed to dress the “contemporary global dresser,” his Spring-Summer pre-collection marries Louis Vuitton’s unparalleled savoir-faire and the mood of today’s youth.
Color Blocking
Virgil Abloh revisits Louis Vuitton’s usage of color in the ’90s by injecting primary colors in the usually conventional bags. Vivid colors of green, blue, yellow and red are painted on waterproof epi leathers of the Keepall Bandoulière 50, Christopher PM and Soft Box bags. The color clash is so playful it will remind you of children’s toys.
Translucent Whites
Translucent LV 408 Sneakers and bags made from highly resistant transparent PVC and Optic White leather are undeniably the key pieces from this pre-collection. Abloh understands the demand for standout products by the Instagram generation.
Renaissance Chic
Abloh continues his fashion experimentation by mixing French and Italian fashion influences. Inspired by the iconic paintings of Raphael, notable garments in this trans-seasonal range include coats, vests and jackets in elegant painterly prints. High contrast wood grain prints and jacquard motifs—yes, the one usually found on Persian rugs and carpets—also made it into the mix.
“The Spring-Summer 2020 pre-collection marries Louis Vuitton’s unparalleled savoir-faire and the mood of today’s youth”
Chain Reaction
Edgy monochrome pieces with chain details comprise most of Abloh’s Spring-Summer 2020 pre-collection. Heavy on the streetwear aesthetic, you can expect to see quilted 3D chain sweatshirts, “T” chain zippers on garments along withchain elements on bags and accessories. You’ll also find the three-dimensional cargo pants and gilets very interesting. And our ultimate favorite? The grey wool sweater that pays tribute to the members of Abloh’ studio and atelier.
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