Titled ‘Message in a Bottle’, the Louis Vuitton Spring-Summer 2021 Men’s collection is presented in a voyage of international events from Paris to Shanghai and Tokyo.

Unveiled gradually in chapters starting in July through the end of 2020, the format demonstrates Men’s Artistic Director Virgil Abloh’s core values of diversity, inclusivity and unity. The collection additionally proposes
a multi-faceted upcycling initiative across his creative platforms.
By taking his show to sea, Virgil Abloh embraces the global community of Louis Vuitton and meets his clients in their own parts of the world.

Throughout its voyage – which may add destinations along the way – the collection will transform in an evolving exchange across cultures and nations. It is a free and inclusive dialogue between the house and its audiences, which transcends the traditional rules of fashion and seasonality.

On 9 July 2020, the house screens a short film at the Louis Vuitton Maison de Famille in Asnières.

Shot around the ancestral Paris home of the founder, the film follows movers packing up Louis Vuitton shipping containers and loading them onto a barge, which sails down the River Seine and leaves Paris. On it, a colourful crew of animated characters called ‘Zoooom with friends’ are hiding as stowaways.

On 6 August 2020, after crossing the oceans, the shipment arrives in Shanghai and the Louis Vuitton Spring-Summer 2021 men’s runway show unfolds. No longer animated, ‘Zoooom with friends’ come to life in the collection, which explores Virgil Abloh’s ongoing theme of boyhood: seeing the world through the eyes of a child.

Each different to the other, the puppets represent the fundamental belief in inclusivity embedded within the Louis Vuitton Men’s collections.

On 2 September 2020, the voyage continues to Tokyo where a third show is staged.

The Spring-Summer 2021 collection is founded in four methods of upcycling: pieces upcycled by recycling material from overstock, pieces upcycled from recycled ideas, pieces upcycled through reiteration from the previous season, and pieces upcycled as part of the “Homework” initiative – a free task of creativity Virgil Abloh set his studio designers during lockdown. These principles set the premise for the evolution of the collection.

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