FASHION SHOW OR FILM SET? LOUIS VUITTON'S AW23 MENSWEAR SHOW WENT CINEMATIC
Photo Courtesy of Louis Vuitton
26 jan 2023, for frame
Location
Pl. de la Concorde, 75001 Paris, France
Brand
Production
Set Direction
Michel Gondry, Olivier Gondry
The immersive fashion, music, and stenographic performance for Louis Vuitton’s AW23 menswear collection was rooted in the joyful creative legacy of former artistic director Virgil Abloh.
Key features
The presentation of Louis Vuitton’s AW23 menswear collection was staged in a black box setting in the Cour Carrée du Louvre. Its façade was vibrant with colours, adorned with playful typography calling to mind cubism and the work of artist Keith Haring. Inside, French directors Michel Gondry and Olivier Gondry constructed and deconstructed a suburban house – a metaphor for the ever-present memories and experiences of our inner child. Male models wandered through the domestic, film set-like space in garments by guest designer Colm Dillane, styled by Sierra Leonean stylist Ibrahim Kamara and Ukrainian creative director Lina Kutsovskay. The runway journey symbolized one’s coming-of-age process. The star of the Super Bowl-worthy show was Spanish singer Rosalía, who performed on the roof of a yellow 1969 Cadillac Sedan Deville. Louis Vuitton's show communicated the idea that the brand is driven by a collective of creators, whose unique personalities, talents, and experiences shape real, connective narratives for live events.
FRAME's take
Abloh's collaborations were frequently praised for bringing disparate worlds together and creating unexpected and exciting new products. In his runway shows, he often incorporated elements of industrial design, architecture, and street culture, creating unique and memorable experiences for audiences. The late designer also frequently employed vibrant colours, playful typography, and graphic elements reminiscent of childhood art projects, drawing on his own experiences to create a sense of nostalgia and familiarity for the audience. Abloh's design process was heavily influenced by his architectural background. All this can be seen in the Louis Vuitton AW23 show – the set proves that Abloh truly established a method for other creatives to create a fantastic future on the runways.