Louis Vuitton’s SS19 men’s show in Paris last year caused more furor than usual. The collection marked a new era not only for the historic French luxury brand, but for menswear as such, with the appointment of the rising star, Insta-streetwear designer, architect, and polymath Virgil Abloh. The founder of the ever-hyped Off-White – and notably, the first person of color to assume a senior design role in the echelons of Parisian fashion – presented a total brand overhaul, consisting of monochrome outfits in different hues, eventually forming a rainbow. With a blink of an eye, the substantial legacy of his predecessor, Kim Jones, had evaporated – fashion must forever look ahead, in search of the next big trend. Total overhauls are increasingly expected from creative directors, and tend to include everything from store design to visual merchandising strategies – just think of Jonathan Anderson at Loewe, Demna Gvsalia at Balenciaga, and Hedi Slimane at YSL/Celine in recent years. This too applies for Abloh (who studied architecture), and right now, Copenhagen’s local fan base can experience his magic in the flesh at the brand’s inner city flagship. Inspired by the iconic American fantasy film The Wizard of Oz (1939), and in collaboration with the sought after store designer Faye Mcleod, the store has undergone a total re-styling, abundant in trippy forest-scapes, neon rainbow figures, and optical illusions. Amid this spatial wonderland you will, of course, also stumble upon LV’s freshest menswear collection, as well as its adjoining line of accessories. If in town for fashion week, don’t cheat yourself from a peek into the alluring world of Abloh –we’re all living in it!
For more information, see Louis Vuitton