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Widely rumoured in recent months the appointment of Virgil Abloh as the new men’s artistic director for Louis Vuitton is a welcome surprise for many.   

In 2017 Louis Vuitton collaboration with iconic street wear label supreme helped to give Louis Vuitton men’s wear a much needed cool edge. With the help of supreme strong social media brand presence, it allowed Louis Vuitton to craft a new consumer engagement and explore a new fashion demographic.    

The foundation laid by Mr Kim Jones highlights a shift in new concept of fast luxury fashion and the importance of street wear. Fashion houses are no longer concentrating on single fashion shows or stores to show cases collections but instead are using social media, digital connections and contemporary style icons to market a brand lifestyle. This highlight luxury brands are now adapting a forward thinking model to maintain excitement for a collection and delivering a personal immersive experience.  

Virgil Abloh is a new era for the Parsian fashion house. His potential to transform the house, bringing innovation and diversity for Louis Vuitton is a smart move for the LVMH group. His skill at bringing music and culture and essential the hype factor, demonstrates Mr Abloh can remake the fashion house into a brand that is more approachable, contemporary and creditable.  Yet it has left critics wondering if Virgil can still maintain Louis Vuitton classical heritage. 

Mr Abloh current influence has created a dynamic effect in the fashion world. His authentic appeal of web and street culture has helped his Milan owned fashion label Off white  to gain a cult following.  He has collaborated with brands such as Nike, Moncler, Japanese’s artist Takashi Murakami and more recently Ikea, Mr Abloh design process illustrates at how brands can work with their audience and has redefined  what is delivered to his customers.   

For the LVMH group it’s a clear sign that the luxury industry is now responding to a new modern contemporary audience, who are driven by personal connection. Consumers now want engagement and openness with luxury brands  

It will be interesting to see if Virgil Abloh’s aesthetic and design philosophy will create a long lasting impact for men’s fashion at Louis Vuitton. In the mean time we look forward to his debut collection in Paris men’s fashion week in June.  


Contributor – Nadia Rashid

Joey is a content writer/journalist, and has worked for Matches Fashion, a luxury online retail company based in London. He's wrote for the digital magazine Yahoo! Style and Alumnus of London College of Fashion with a major in Fashion & Clothing. Named Top 100 UK Lifestyle Blog & Website 2019 featuring in Barclays Mobile Banking App Calendar TV Ad Campaign and Yahoo! Entertainment’s new live streaming channel Yahoo! Play.

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