Louis Vuitton Show Takes Place on a Dock in Shanghai

The Louis Vuitton Menswear 2021 Spring/Summer collection show was held not in Paris, but on a dock in Shanghai. Shanghai became the first point in the fashion house's journey. Before the show, Virgil Abloh presented 'The Adventures of Zoooom with Friends', a new animated cartoon which reveals a new concept of the Louis Vuitton menswear collection, entitled "Message in a Bottle". The designer decided to send the brand on a voyage, both virtually and literally, to get to know customers at their home around the world.
The first stop for the animated characters, who managed to hide inside the containers as ticketless passengers, was Shanghai. That's why the show took place on a dock at the port, and the models came out on a makeshift runway made of cargo containers decorated with the Louis Vuitton monogram, and huge mascots of the cartoon characters hiding on board were sitting on the top.
Virgil Abloh keeps blending high fashion and streetwear in his collection, reducing the degree of status of the brand.