With breathtaking landscapes from Morocco (Tangier and Chefchaouen) as the background, Viviane Sassen photographs Louis Vuitton’s men Spring/Summer 2020 collection. An ode to nature and its beauty, the campaign presents Virgil Abloh’s collection dedicated to flowers, which he understands and defines as a metaphor for diversity and multiplicity. Featuring an incredible cast scouted locally in Morocco, each model embodies the campaign’s main concept: the celebration the formative acts and feelings shared by male youth around the globe, irrespective of culture and creed.
Virgil Abloh wanted everyone to take a break, even if just for a few seconds, to observe their environment, appreciate their surroundings, and even smell a flower or go watch a sunset/sunrise with his Spring/Summer 2020 collection. With flowers as the main character – featured as delicate and intricate embroideries, in digital prints, or fresh –, his ode to nature was a sensitive wake-up call for the world to slow down. Now, Viviane Sassen conveys those same feelings through the campaign, where flowers are as important but manifesting in a sculptural form.
This is only one out of five chapters that the French house is set to release, each one set in a different continent (starting with Africa). The goal? Honing the travel-centric core of the French house, the campaigns illustrate and highlight the ethea of global community, harmonious diversity and cross-cultural inclusivity. How will the others look like? How will each photographer approach the collection and involve it in its surroundings – be it Asia, Europe, America or Oceania? You’ll just have to stay tuned for the next release.
This is only one out of five chapters that the French house is set to release, each one set in a different continent (starting with Africa). The goal? Honing the travel-centric core of the French house, the campaigns illustrate and highlight the ethea of global community, harmonious diversity and cross-cultural inclusivity. How will the others look like? How will each photographer approach the collection and involve it in its surroundings – be it Asia, Europe, America or Oceania? You’ll just have to stay tuned for the next release.
