Vuitton brings in Virgil Abloh to reinvent menswear
Virgil Abloh is best known as the designer behind trendy streetwear label Off-White. He’s a former Kanye West collaborator, having served as creative director on the hip-hop artist’s brands, and shot to prominence four years ago with the launch of Off-White, which took his men’s and womenswear collections to market. Now, he’s been tapped by luxury conglomerate LVMH to transform Vuitton’s menswear division.
LVMH had a positive five days last week
SOURCE: Yahoo Finance
Off-White became celebrated for its “luxury urban style” featuring hoodies that start at $570. His appointment at Vuitton comes amid a general move in the industry to adopt some streetwear looks. In this context, he’ll be replacing Kim Jones, who first brought an element of streetwear to Vuitton, and will now become the new menswear designer at Dior.
Hoping to shake things up at the brand, and introduce a hip-hop element that resonates with younger consumers, Vuitton’s CEO, Michael Burke, said that Abloh’s “innate creativity and disruptive approach have made him so relevant, not just in the world of fashion but in popular culture today.” Those are values that he hopes Abloh can bring with him to Vuitton’s menswear line.
Menswear is nowhere near the revenue generator for high fashion brands that womenswear is, but LVMH is nonetheless looking to take it very seriously in the coming months, with a number of new appointments and sideways moves. As Millennial men continue to prioritise fashion and grooming, that may turn out to be a prescient choice.
Dominion holds LVMH in its Global Trends Luxury Fund.
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