Fashion

Louis Vuitton's SS20 Campaign Is a Dreamy Floral Fantasy

Highlighting Virgil Abloh’s pastel-heavy collection.

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7,014 Hypes

Louis Vuitton's SS20 Campaign Is a Dreamy Floral Fantasy

Highlighting Virgil Abloh’s pastel-heavy collection.

For its latest campaign, Louis Vuitton travels to a dreamlike land, highlighting Virgil Abloh‘s highly anticipated Spring/Summer 2020 collection for the luxury label. Dubbed “Footprints,” the visual is shot in Morocco’s picturesque Tangier and Chefchaouen locations, lensed by photographer Viviane Sassen.

Abloh’s range is filled with flowers and pastel hues, creating a bold collection with feminine influences in both silhouette and color, drawing from the designer’s own streetwear background as well as traditional house design cues. A frequently seen motif throughout the campaign, florals are featured across both accessories and apparel, and is an ongoing theme in Virgil’s collections for the Parisian house. Also tapping into the idea of boyhood, which has been another underlying theme in the designer’s previous presentations, ideas like flower-picking and kite-flying can be seen in the campaign imagery, with Louis Vuitton explaining that the childhood references are to be “universally relatable,” and adds that they “serve to bind us together in all our diversity across counties, countries, and continents.”

Take a look at the Spring/Summer 2020 Louis Vuitton campaign in the gallery above, which features models and talents locally scouted in Morocco.

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