Louis Vuitton, the flagship brand of LVMH, is revolutionizing fashion shows by taking its runways on a global tour. In a bold move, the luxury brand will be showcasing its Spring/Summer 2022 collections in two major cities: Shanghai and Miami. The womenswear collection by Nicolas Ghesquière will make its debut in Shanghai, followed by a menswear collection by Virgil Abloh in Miami. These shows will not only feature new and exciting looks but will also be livestreamed online, allowing fashion enthusiasts worldwide to experience the collections firsthand.
The decision to take the shows overseas comes as a result of the challenges posed by the pandemic. Luxury houses, including Louis Vuitton, were forced to adapt and find alternatives to traditional physical shows during Paris Fashion Week. Virtual presentations became the norm, but some brands have discovered that reproducing these presentations in Asia can be incredibly successful. The positive impact on local sales has encouraged Louis Vuitton to explore this concept further. This idea was first experimented with in Seoul in 2019 and has now expanded to include not only Asia but also America.
Louis Vuitton’s Shanghai womenswear show is scheduled for November 17 at the Shipyard Repair Docks on the Huangpu River. It will be a grand event, showcasing the brand’s latest designs against the backdrop of a stunning location. Following this, the menswear show will take place in Miami on November 30. The show will be held on a barge near the city’s Marine Stadium, creating a unique and immersive experience for attendees. This show will also serve as a promotional event for Louis Vuitton’s new menswear store in the Miami Design District, which is the latest addition to their expanding collection of dedicated menswear stores.
By taking its runways to Shanghai and Miami, Louis Vuitton is not only showcasing its adaptability but also affirming its commitment to reaching global audiences. The brand recognizes the importance of expanding its fashion presence and catering to its international customer base. This strategic move allows Louis Vuitton to tap into the potential for growth in these regions and strengthen its position as one of the leading fashion brands worldwide.
Livestreaming the shows is another step Louis Vuitton is taking to enhance accessibility. Fashion enthusiasts from all corners of the world will now have the opportunity to witness the brand’s latest collections unfold in real-time. This not only fosters a sense of inclusivity but also reinforces Louis Vuitton’s commitment to innovation and embracing new technologies. The livestreams will bridge the gap between physical and virtual experiences, allowing everyone to immerse themselves in the excitement and artistry of a Louis Vuitton fashion show.
The fashion industry has faced unprecedented challenges due to the pandemic, but brands like Louis Vuitton have remained resilient and resourceful. Through these nomadic runways, Louis Vuitton is not only adapting to the circumstances but also paving the way for a new era of global fashion events. This innovative approach sets the brand apart and solidifies its position at the forefront of the industry.
Useful Links:
1. Official Louis Vuitton Website
2. Vogue – Fashion Show Coverage
