Why was Louis Vuitton inspired by children for his SS 19 campaign?

When the arrival of Virgil Abloh was announced, as the new creative responsible for the male line of Louis Vuitton, expectations became high. With the presentation of his first collection for SS 19, last June, the future line of the French firm was evident; much more dynamic, experimental, with ample doses of streetwear fused with the classical heritage of the Vuitton man. The collection, rich in loose silhouettes, functional elements such as vests with pockets, harnesses and a renewed version of tailoring gives way to a campaign that pays homage to the construction of the personality and the man who represents the brand.

Photo: Louis Vuitton

In the campaign for SS 19, Virgil Abloh, explores the established values and their evolution through age. The experience of multimedia diffusion is divided into three ideas about the perception of individuality with strong dyes of inclusion. The traveling spirit of Vuitton, on this occasion, does not refer to the globetrotting side of the client, but to the journey undertaken by man himself from his birth. Photographing three important stages of human growth: childhood, childhood and adolescence.

Photo: Louis Vuitton

Infancy, Childhood and Adolescence, photographed by Inez & Vinoodh (Inez Van Lamsweerde and Vinoodh Matadin) are the phases of the campaign. The first stage portrays a three-year-old model wearing the star sweater of the season, where a scene from The Wizard of Oz is stamped. The small protagonist of the first stage, along with the one of the second phase, who poses in a field of poppies under a rainbow, share the same innocence; free of predetermined perceptions of gender, color and beliefs. The third stage, which is based on the first years of adolescence, captures young people wearing clothes from the collection, undertaking a kind of “trip”. Symbolizing the beginning of the dreams and desires of a new generation.

Photo: Louis Vuitton

This official spring-summer campaign is the first of three different episodes. Little by little, as the winter ends, the two remaining chapters will be revealed. For now, is Virgil Abloh really trying to tell us that the new Louis Vuitton is being built from a new childhood?