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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.

David Valero
Viviane Sassen

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