Louis Vuitton enlists Virgil Abloh
Text Angelica Carrara
Virgil Abloh, creative director of the menswear line by Louis Vuitton, in the style of streetwear.
That informal way of dressing born in the 1970s, inspired by hip-hop culture: streetwear. If fashion dictated what was happening in the culture, from that moment it was the interpretation of the boys on the street to create an aesthetic that influenced the market. A reversed mechanism. That is, an intelligent way of relating to the public. Last year, streetwear helped to increase the sector’s sales by 5%, amounting to 263 billion euros. Abloh is a manager of streetwear.
Virgil Abloh – aka Flat White as Dj. Born in 1980. From Ghana, born in Rockford, Illinois. His mum is a dressmaker, but his is not a stylist’s education: a degree in engineering and a master’s degree in architecture. He began to be interested in fashion in 2012, following the collaboration between Miuccia Prada and the architect Anish Kapoor. He was twenty-two years old when he became creative consultant to rapper Kanye West and the Pyrex Vision brand – «There were these kids from Harlem who proposed Rick Owens and Raf Simons in a different way that was related to culture, and Pyrex Vision became the aesthetic of that» – Abloh explained.
Founder of Off-White, one of the first brands in luxury streetwear. His collaborations are the “right” ones: Jimmy Choo, Levi’s, Moncler, Ikea, Nike. He will be the first African American creative director of Louis Vuitton, instead of Kim Jones who will go on to direct the Christian Dior men’s line. We will have to wait until June to see his first collection – the one for fall-winter 2018/19.