After announcing its new format for shows recently, Louis Vuitton has now premiered a short film as part of Paris Fashion Week. The video works as a prelude to the Spring/Summer 2021 show — titled “Message in a Bottle” — which will take place in Shanghai in August of this year.
The central characters of the short film are the animated “Zoooom With Friends,” who arrived in Paris for the five days of fashion week before leaving down the River Seine with a rainbow trace behind them across the Paris sky. In the notes accompanying the video, it is explained that the “Zoooom With Friends” characters “had a voyage to make… What you witnessed here could be the end of a particularly riotous story. But it wasn’t. It was the beginning.”
The collection itself features a string of new sustainability initiatives, with Virgil Abloh recently announcing the different interpretations of upcycling. These projects include the use of recycled materials, looks that have been repeated from Fall/Winter 2020, looks that were created during lockdown with recycled materials, and new interpretations of existing ideas.
Take a look through the Virgil-directed short film in the gallery above, and expect the full SS21 collection to be revealed next month.
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