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Categories : Business Features
Industry : Fashion
Louis Vuitton’s Spring-Summer 2021 Men’s collection arrives in Beverly Hills on February 5th as part of an immersive Temporary Residency on Rodeo Drive. The Residency showcases the collection within the lively universe of The Adventures of Zoooom with friends, a fantastical crew of characters conceptualized by Louis Vuitton Men’s Artistic Director Virgil Abloh, on a raucous international journey representing the fundamental belief in inclusivity at the core of the House’s approach to Menswear.
When the characters first appeared during the 2020 Digital Fashion Week in Paris, Zoooom with friends took the establishment by storm with their joyfully animated escapades throughout the city. The show concluded as they packed their Louis Vuitton trunks and climbed aboard shipping containers headed East via the Seine. Soon reborn in Shanghai and Tokyo as gigantic balloons, Zoooom with friends has now embarked on a global adventure, celebrating the House’s spirit of travel.
Miami was the friendly rebel crew’s first stop in North America, where the characters were revealed and manifested in an interactive experience launched during Design Miami as part of Louis Vuitton’s well-established commitment to the arts. Now, Zoooom with friends has journeyed across the country for a West Coast debut in Beverly Hills on Rodeo Drive. Open to the public via timed reservations, the residency features both the characters and their bespoke containers amongst a full suite of menswear moments.
The Louis Vuitton Men’s Temporary Residency will also feature custom AR experiences on the exterior of the building. QR codes affixed to the façade will activate SnapChat filters, allowing guests to interact with the characters’ animated incarnations, generating shareable content.
The Men’s Spring-Summer 2021 collection featured in the Beverly Hills Temporary Residency is founded on four methods of upcycling: new looks made from recycled material, looks repeated from the Fall-Winter 2020 collection, looks freely created by the studio during the lockdown using recycled material, and new looks created from existing ideas. These principles set the premise for the evolution of the collection. Menswear highlights presented alongside the Men’s Spring-Summer 2021 collection will include the Men’s Precollection, focusing on the essential weather-oriented requirements of the everyday wardrobe.
The Maison on 295 North Rodeo Drive was redesigned in 2015 by celebrated architect Peter Marino and offers the full universe of Louis Vuitton, including leather goods, ready-to-wear, shoes, accessories, watches and fine jewelry. The Men’s Temporary Residency in Beverly Hills marks the House’s second immersive installation at 468 RodeoDrive, following 2019’s LouisVuittonX, an exhibition celebrating Louis Vuitton’s legacy of artistic collaborations. #LVRodeoMens
Louis Vuitton Men’s Temporary Residency: 468 North Rodeo Drive, Beverly Hills, CA 90210
Since 1854, Louis Vuitton has brought unique designs to the world, combining innovation with style, always aiming for the finest quality.
Today, the House remains faithful to the spirit of its founder, Louis Vuitton, who invented a genuine “Art of Travel” through luggage, bags and accessories which were as creative as they were elegant and practical.
Since then, audacity has shaped the story of Louis Vuitton. Faithful to its heritage, Louis Vuitton has opened its doors to architects, artists and designers across the years, all the while developing disciplines such as ready-to-wear, shoes, accessories, watches, jewelry, and fragrance. These carefully created products are testament to Louis Vuitton’s commitment to fine craftsmanship.
For further information: www.louisvuitton.com
Louis Vuitton Americas
Anne Maso | Corporate Communications Manager | firstname.lastname@example.org | +1.646.705.6955