PARIS – Louis Vuitton is taking its menswear collections to travel for the first time, the luxury brand said on Friday, with shows in China and Japan and not in Paris.
American brand designer Virgil Abloh said the spring 2021 collection will be presented in Shanghai on August 6 and in Japan afterwards.
Both will be open to the general public and will be broadcast live, he added.
The announcement came after Abloh did a live action and animated film for Paris men’s fashion week, which is being held online for the first time because of the coronavirus pandemic.
“Message in a Bottle”, the first in a series of films, shows a character named “Zoooom” and his friends packing boxes at Vuitton’s headquarters, on the outskirts of the French capital, and placing them on a barge on the River Seine before waving for them on their journey to the Far East.
Asia is becoming the most important market for luxury brands, with only China accounting for almost half of sales by 2025, according to some estimates.
Abloh, the first black American creative director for a major French fashion house, also revealed that he was making an effort towards greater sustainability in Vuitton’s collections.
Abloh, who also founded the off-white streetwear brand, said it would involve recycling, upcycling and even “recycling existing ideas for new creations”.
“This next show is probably the biggest leap I’ve ever taken in terms of proposing a new system, how it lives and operates,” he told the industry bible, Women’s Wear Daily.
The fashion industry has been plagued by the coronavirus, with designers questioning how it works, the hectic calendar of seasonal collections and even fashion shows.
Paris men’s fashion week ends on Monday, with avant-garde Chinese designer Sean Suen showing on Friday alongside the big hits Dries Van Noten and American Rick Owens.