Louis Vuitton colorful containers land in Milan

Travel has always been one of the founding themes of Louis Vuitton's history and imagery, a concept that had to evolve and reimagine itself in these times of health emergency. For this reason, Virgil Abloh, artistic director of the Maison's men's collections, decided to revolutionize the classic calendar of the brand, bringing its collections around the world. The Louis Vuitton SS21 men's collection show travelled the world in colourful containers containing the vast collection designed by Abloh. Starting from Paris, after stopping in Shanghai and Tokyo where as many shows have taken place, today they land in Milan.

Inside the Louis Vuitton Rinascente pop-up store in Piazza Duomo, the containers of the show become the set that presents the SS21 collection which, entitled Message in a Bottle, celebrates diversity, inclusiveness and cohesion. A collection populated by imaginary characters, anthropomorphic creatures nicknamed by Abloh "Zoooom with friends", precisely to evoke the fundamental value of inclusiveness, but also the theme of childhood, a recurring topic in Abloh's work, and the desire to look at the world with eyes of a child. 

Entering the magical and evocative world enclosed in containers, visitors will discover, in addition to the proposals for this season, the new "Distorted Damier" motif, in which the historic pattern of the Maison is distorted through the gaze of a surrealist lens, as well as the combinations of contrasting colours of the clothes that recall the colours of the containers. The walls, like container panels, are blocks of contrasting colour, which highlight the checkerboard floor, a clear reference to the game of chess, but here distorted to symbolize a total overturning of rules. Even the mannequins, 3D reproductions of the models of the show, as in a natural continuation of the floor, are decorated with the black and white checkered pattern.

Louis Vuitton pop-up store at Rinascente Milano is open to the public every day from Monday to Friday from 10:15 to 21:00, Saturday and Sunday from 10:00 to 21:00.