Monogrammed Eiffel towers and crepe stands framed Virgil Abloh’s flowery collection
With Karl Lagerfeld’s death in February, there is a vacancy in Parisian
fashion for a designer to turn fashion shows into a spectacle. Virgil Abloh, in his role as artistic director of Louis Vuitton, has made his case with his men’s spring/summer 2020 show – an immersive installation drawing on the iconography of Paris.
Taking over an entire square just across from the Louis Vuitton headquarters, the location was a cross between a movie set, an amusement park and a love affair to
Paris, including Notre Dame, which could be seen from the square. Guests including Frank Ocean and
Lewis Hamilton could explore, in no particular order, souvenirs stalls, brasseries, crepe stands, a bookshop, a balloon artist and a bouncy castle. In a way that the branding master Lagerfeld would have approved of, Louis Vuitton’s logo was omnipresent: on table cloths, on tiny Eiffel towers and, most prominently, on the top of the bouncy castle.