Beijing is still the most inclusive city in China. Different from Shanghai's recent strong international atmosphere, it is also different from Hong Kong's heavy business genes and elitism. Beijing is surrounded by the values of China from all corners of the country, and it also absorbs the noisy and vitality from the sinking market. Here, people can step on the cloud or enjoy the "grounding".
Thus, when Louis Vuitton, the French luxury brand at the men's art director Virgil Abloh, chose Beijing as the opening venue for the latest men's limited-time store and growth track exhibition, a lot of logic was secretly connected.
Just past Friday, Louis Vuitton fired a gun in Beijing, opened the 019 autumn and winter men's limited time store in Sanlitun, and launched the five-city linkage limited time store event, which will be open to the public in Xi'an, Shanghai, Chengdu and Nanjing.
Since October last year, Louis Vuitton has opened flash shops in London, Tokyo and other places to engage in dialogue with young consumers. This year, Virgil Abloh continues the time-limited store tradition, opening 2019 autumn and winter limited-time stores in Chicago, New York and Beijing to showcase its second men's fashion show in Louis Vuitton.
Attracting attention is the mission of the limited time store. Compared to the first season, Virgil Abloh, who has been in office for nearly a year and a half, has more room for public attention and is more daring.
The 2019 autumn and winter limited-time store appears in a highly saturated tone and a bold appearance. The Chicago limited-time store building opened earlier was covered with a bright orange logo. The limited-time shop at the corner of the Lower East Side block of New York has been painted from inside to outside to become fluorescent green.
The limited-time store at the Sanlitun Red Pavilion in Beijing is red-themed, and reflects the 2030 autumn and winter series of plaid control themes inside the space, displaying model sculptures made of high-saturation FRP. When the fall/winter 2019 series was released, Alton Mason, a model with a series of flip-flops, was fixed as a red sculpture of different forms, attracting a lot of consumers' attention.
At the same time, the Louis Vuitton “Coming of Age” exhibition, which opened just last month at the Little Big Man Gallery in Los Angeles, was officially opened in Beijing's Espace. This is the first group exhibition designed by Virgil Abloh. He invited a number of photographers and young artists to focus on the growth of boys from babies, teenagers, and adolescents to adulthood in a diverse and complex perspective.
Juveniles from participating artists from all over the world come from different geographical and cultural backgrounds, but they can all connect with the world through social media, whether they are making faces through Snapchat, dancing to the camera, or wearing groups. Rainbow-colored T-shirts, a new generation of young people with a clear social and diverse.
This is in line with Virgil Abloh's long-standing focus on the community. At the first show of Louis Vuitton, he invited more than 700 art students to watch the show and distribute T-shirts of different colors to them. This is considered to be an innovative act that breaks the privilege of fashion and has aroused widespread concern in the industry.
Author Xing Zhao said in a review article for the Chinese version of Art News that Virgil Abloh's creative project has never been about clothing, he has created a community of identity and sharing.
According to Virgil Abloh, the meaning of “cooperation” and “community” is to create a true partnership between people from different backgrounds and fields, and to create more ambitious things that individuals cannot achieve. This is related to the current youth culture. It has a strong resonance with the concept of “community”.
According to the data of the fashion business news, in the first quarter of the 2019 fiscal year, sales of the LVMH fashion leather goods department rose 20% to 5.11 billion euros, a record high in five years, and an organic increase of 16% in the same period last year.
In 2018, Bernard Arnault publicly disclosed the scale of Louis Vuitton's income for the first time, saying that the brand's sales last year exceeded 10 billion euros. Forbes estimated in May last year that Louis Vuitton's annual income was $12.9 billion, or about 11.4 billion euros.
In the era of big capital, LVMH, which has more than 70 brands, has almost the right to define luxury goods. And when Bernard Arnault is tired of the definition of “luxury”, a radical change is naturally inevitable.
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