BTS to model Louis Vuitton’s menswear in spinoff film
Virgil Abloh’s fall 2021 Louis Vuitton men’s collection has spawned a spin-off – and it will be hosted by South Korean boy band BTS, WWD has learned.
The French luxury brand plans to unveil the collection, which includes 34 new looks and seven from the original line-up unveiled last January, via a film that will debut on its website today at noon CET. The centerpiece of the online reveal will be an appearance from BTS, which signed on as Ambassador Vuitton last April with the promise of “exciting projects” to come.
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Each member of the supergroup will wear a look in the film by Korean director Jeon Go-woon.
“The film stages a conversation between space, movement and global connectivity at the heart of our moment in time, and explores the city of Seoul through the lens of diversity,” according to Vuitton, noting that the band original will feature an original score by CIFIKA, Kim Kate and Net Gala.
“Seoul has such a unique energy and BTS completely embodies that vibe,” Abloh said. “They add their touch to the collection, make it their own and take it to new heights.”
Abloh, Vuitton’s male artistic director, launched a traveling runway model last fall, starting with the spring 2021 season which he introduced with physical shows in Shanghai and then Tokyo.
The designer calls it “Le Voyage”, explaining that the format transcends the traditional fashion seasons and places the collections in the context of “exchanges between cultures and nations, respecting the core values of diversity, inclusiveness and unity “which are the key to his creative approach.
BTS, acronym for Bangtan Sonyeondan or “Beyond the Scene,” is made up of seven artists – Jin, Suga, J’Hope, RM, Jimin, V and Jungkook – each with their own unique style. The group topped the Billboard Hot 100 charts three times in 2020 and has been recognized at the Billboard Music Awards, American Music Awards and MTV Video Music Awards.
The boy group’s massive popularity and cool style helped win over the top leaders of the fashion crowd. BTS landed on Vanity Fair’s 2019 best outfits list. That same year, they were named Fila Global Brand Ambassadors and were dressed by Dior menswear designer Kim Jones, who created stage outfits for a stop on the group’s “Love Yourself” world tour. : Speak Yourself “.
Vuitton had previously harnessed the power of K-pop by bringing in BTS to do a teaser campaign ahead of Abloh’s fall 2021 collection for the brand unveiled in January. BTS has 45.1 million followers on Instagram, for example.
Vuitton also has many famous brand ambassadors, including Alicia Vikander, Emma Stone, Léa Seydoux, Sophie Turner, Liu Yifei and Naomi Osaka, three-time Grand Slam winner.
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