Redefining what it means to have a virtual show in the midst of a global pandemic, Louis Vuitton has mightily raised the bar for live events.
While La Samaritaine was viewed as an establishment that was eternally under renovation, it finally opened its doors for Louis Vuitton‘s Spring/Summer 2021 show. It was one of the first department stores built in the French capital in 1870, which was acquired by LVMH in 2001, and began its 15-year-long renovation in 2005. But when it was finally all set for its grand reopening this year, the unprecedented coronavirus pandemic forced the storied luxury house to postpone it.
Even with people starting to get accustomed to the so-called new normal, as well as of all the new protocols implemented, it’s safe to say that this fashion month has definitely been one of the strangest seasons we have witnessed. There were fewer shows than normal, online fashion shows were the norm of the fashion landscape, and there were only a handful of guests who were present if at all, especially the front row.
Although this may be, Louis Vuitton had a very ingenious idea of giving its valued guests a whole new experience of virtual reality to close to the tradition of Paris Fashion Week. The majority of the top floor of La Samaritaine building was covered in green screens, which surprisingly went along its Art Deco motifs. For the heritage house of Louis Vuitton, they saw it as a way of merging the past and the present with the inevitable future.
This execution also represented their means of stepping into a territory that is still stylishly vague as they touch on a sensitive zone that erases gender and promises exponential creative possibilities. With this in mind, Louis Vuitton set out to abolishing these last boundaries. Finding expression in a landscape that is tenuous and vast, but also neutral: giving it color, forging its character, inciting radicality, and giving it personality.
This is but the beginning of a reflection that is open, stimulating, and fundamentally conscious.
Watch the Louis Vuitton’s Spring/Summer 2021 show below: