Prying Into The Millennial Generation From LV'S First Advertising Blockbuster In Virgil

With regard to the appointment of Virgil Abloh as the first African American Art Director in the history of brand, you can regard Louis Vuitton's decision as a wave to urge the industry to carry out the wave, and also interpret it as a heart pplant operation in the business direction.

Abloh designs the creative vocabulary of LV. In the table, "Millennial" (millennial generation) is a word that runs away from paper and runs through the whole series.

While accepting media interviews such as the Berlin independent magazine "032C", it has repeatedly mentioned that "millennial generation" is the object that the brand needs to be drawn, and the younger generation is the real luxury. This shows that the new generation designers attach importance to the group.

Virgil Abloh has always known how to make good use of its unique way to establish communication with the Millennials.

In this sense, we can see clearly from the details of Louis Vuitton 19 spring and summer show.

Recently, the designer's first advertisement for the brand is also full of the youth culture which is closely related to the millennial generation.

"V" Trilogy

Suddenly promoted to the position of Louis Vuitton as the artistic director of the brand of menswear with strong communication ability, I believe everyone is aware that Virgil Abloh is like the "knife doctor" who was hurriedly pushed to the operating table. While we look forward to the result, we also try to see how strong he really is, enough to get the favor of such a sky.

What you have to look at is that the "V" 2019 spring summer ad sponsored by Abloh is like a stage drama that includes the growth stages of the protagonist. In their respective scenes, they are divided into three plots representing different stages of life, and the diversified visions convey to us the designer's desire to build cultural resonance.

For example, Eric Howeler, a professor of architecture at Harvard University, told him that "Virgil Abloh represents a dawn like young voice, which requires some interruption" in architecture.

He is closely associated with customers, fashion and people, which can help us to think deeply about design, not just architecture. "

Before that, few people would use different photographers in the same series of fashion advertisements to make a large piece of stories that are independent but can be cascaded into storylines.

More specifically, the ads for the 2019 spring and summer series will eventually be launched on the 1 to March intervals, and no wonder Abloh even openly calls themselves the industry spoiler.

From the first chapter of Inez & Vinoodh's palm mirror, "childhood, childhood and adolescence", it was quietly unveiled on January 21 day (Martin Ruud Kim's anniversary).

By capturing the natural charm of a model without being presupposed, "ignoring form and focusing on feeling" is a means of seeking expression in Holland's photographic combination.

For the first time in the series, Louis Vuitton, which concerns boys' themes, has provided them with the space for wanton imagination, because innocent children are much less than adults who distracted with distractions, but many of them are faced with scenes.

Two young, young children with different teeth and different skin color walked naked and danced in the jungle covered with poppy background, playing around toys and LV new season bags.

They have not received the influence of ethnicity, gender and values, nor have they been defined by outside society.

On the other side, young actors like Leo James, Evan Rosado and LukePrael are walking in the mountains of the vast countryside. Under the beautiful rainbow, they are like the vision of the wizard of oz. They are looking forward to their dreams.

Virgil Abloh likes classical art, so we don't need to talk about it any more.

Drawing the next curtain, the script called "studio" is the imagination that he co founded with MohamedBourouissa.

The works of Algeria artists living and working in Paris often refer to the layout of classical paintings, giving historical significance to explore the truth of the world.

The promotional film for LV is designed to recreate the masterpiece of studio Gustave Courbet, a French realistic painter, in 1855.

The studio, which was created in the next year of the Louis Vuitton brand, concealed the rich philosophical connotation.

The few individuals who are inferior to the size of life are set up on the cloth, and the groups of the different classes are placed on the left and right. On the other hand, they are graves, prostitutes and beggars.

It implies the real life and ideal ambition of Gustave Courbet himself.

The polarization contrast of the works was infiltrated into the 2019 spring and summer advertisements by Virgil Abloh.

Designers not only show their faces, but also occupy the core position of the painter. Members, friends and models of their creative team wear LV new season costumes and are placed in the picture.

Compared with Courbet, portraying "reality", Abloh is a vision for the brand. It is like the Michael Jackson song "We Are TheWorld" chanting: We "ll make a a"

I do not know if you remember, Louis Vuitton 2019 spring and summer men's wear show, on both sides of the T platform, 1500 students wearing all kinds of costumes are invited to come to watch. They interweave the rainbow shaped chromatogram, meaning that even if you come from any area, you have the same status and identity, and you will receive the same respect and welcome.

Holland photographer Raimond Wouda made the interpretation of Virgil Abloh show, creating the third scene of the advertising blockbuster, "campus teenager".

"Campus youth" is viewed from many indoor and outdoor universities in Losangeles.

The students of Splendid China are equipped with colorful T shirts. Each person either relies on or stands, or lowers his head or talks, with different facial expressions, highlighting his personality.

They move from teenagers to adults and gradually move towards society. They are swaying between consistency and diversity, while seeking expression of independence, they are still looking for the sense of belonging of a team.

This is the unique charm of the millennial generation. It is also the element that Virgil Abloh wants to pour into the brand design.

When we look closely at the whole group of V trilogy, which has deep Virgil and LV traces, they seem to connect the past and the future, fade the boundaries of all individuals, and place the hope that brands want to achieve an inclusive and diverse industry environment.

Redefinition of contemporary "creationism"

Scrutinize Louis Vuitton 2019 spring and summer, are good at playing the Virgil Abloh of graphics, throwing aside the usual double quotes and flat print, instead of bright and clear colors, well tailored suits, flowing sharp trousers, matching bags with eyes and eyes, and rough swaying chains.

From the pition from open to classic design pformation, Abloh always adheres to the belief that "cool" should follow the following: 3%.

Yes, "3%", when looking through the creative vocabulary of Virgil Abloh's own "writing", it appears in front of us. This implies the magic number "deducing the standard theme into the exact proportion of a unique work".

Seemingly simple, it almost can replace the designer to speak, explain the existence of all single products, including the A$AP Rocky, DonC and other fashionable coffee LV Trainer.

This pair of sports shoes, which are highly retro and somewhat "wooden", are like the 80 style of the last century. You can see the styles that you see everywhere in the American block park.

In the current visual oriented mainstream market, the "casual" look at first glance will cause you to subconsciously create a sense of similarity or similarity with other styles. Insisting on not changing the basis of "3%" over the original design, to a certain extent, is the respect of Virgil Abloh for pure form expression, and also the design rule he has always followed.

"I will not call myself a fashion designer, or an image maker."

Abloh, which avoids the concept of "upward and upward", is eager to give the art director a brand-new definition, which should include the attribute of social interaction, which is to design the "single product" for the "millennial generation".

On the other hand, this has a subtle relationship with Virgil Abloh, a respected dada pioneer Marcel Duchamp, who worships "Godfather".

The ordinary things in life, including tires, toilets, chess...

It can be changed by this avant-garde artist to add new colors to the individual, and to change the ideology of contemporary art with the idea of "Readymade Art", and to interact with the "Yin and Yang" in oriental philosophy.

LVTrainer is the aesthetic product that designers borrowed from this philosophy to fuse the popular trend of retro culture in the popular culture.

But even if you are introverted and have a low profile of Classic, don't forget that it carries the banner of the world's most influential luxury brand, carrying a reliable cultural heritage and equipped with LouisVuitton's unique technology.

Looking at the whole industry, how many brands have the same technology? Of course, LV Trainer's hidden little details are always displaying their nobility.

The side of the high side shoes, printed on behalf of the founder's birthday "408" (August 4th), marked the "Advanced Tech System" magic sticker in telling the seemingly ordinary shoes, actually pregnant with the most cutting-edge technology of the brand.

On the low heels, the word "54" reminds us that this luxury brand that has been built for more than 150 years is still the most daring in the industry today.

Each pair of shoes takes the best calf, the bottom is embossed with the pattern of LV Monogram Flowers, and the VirgilAbloh handwritten brand signature is inserted in the shoe body with the gold stamping method, implying that the design of the sneakers comes from his handwriting.

The requirement to measure the stringent standards of traditional shoes is bound to make LV different from most traditional fashion houses that follow the inherent principles.

When you look back at the 2019 spring and summer advertising blockbuster, whether it is a Anyieth that is concealed in a large knitted sweater, playing with paper boats, or wearing a red poppy print jacket and Prael on a country road, the 2 year old 3 year old doll who is unfamiliar with the world crosses to the 16 year old student whose ambition is the first. Although she has different ethnic groups, different identities and different ideals, they all belong to the youth group called "Boyhood".

At this stage, they will be like breaking cocoon into butterflies, forming their own dressing taste one by one, digging out those clothes that are suitable for expressing their personality and filling up their closet.

Perhaps, as Virgil Abloh predicted, the millennial generation is slowly replacing the older generation and becoming the new force that fashion lets listen to their call.