Louis Vuitton is one of the oldest and most respected luxury brands. They are known for their expertise in handbags, jewellery, shoes, watches and other accessories. On Monday, March 26 the company appointed Virgil Abloh as the next artistic director for men’s wear. Virgil Abloh is the founder of the streetwear label Off-White and for a long time have been the creative director for American rapper Kanye West.
.@VirgilAbloh joins #LouisVuitton— Louis Vuitton (@LouisVuitton) March 26, 2018
Louis Vuitton is delighted to welcome Virgil Abloh as its new Men’s Artistic Director. His first show will take place in June during Men’s Fashion Week in Paris. pic.twitter.com/4aEOH7T9J8
The move makes Virgil the first African-American artistic director and he will also be one of the few black designers at the top of a popular fashion house. Olivier Rousteing is the current creative director of Balmain while Ozwald Boateng was the designer for Givenchy’s men’s wear.
Speaking to the New York Times, Abloh said that he was ‘elated’ and that he plans to relocate his family to Paris. According to reports, choosing Abloh as the creative director reflects the change in consumer tastes. The new generation of consumers seems to prefer clothing such as logo tees and sock sneakers instead of high-end products. Several brands have adjusted their products to suit the modern needs.
The new generation opts for attire that makes them stand out from a material that comes with a lot of heritage. People seem to prefer low-end material which you’d probably not associate with high-end fashion, but the customers aren’t paying for the fabric, reports Quartzy. Instead, they want to be part of a fashion club.