The campaign features pastels, flowers, and symbols of childhood memories.
Rabat – Virgil Abloh, the artistic director of Louis Vuitton’s men’s wear collection, brought his latest ad campaign to the picturesque Moroccan cities of Tangier and Chefchaouen.
The 2020 spring and summer collection campaign, called ‘Footprints,’ reflects on the impact of mankind on the planet.
Although the collection made its debut during Paris Fashion Week in June 2019, Louis Vuitton only recently released the ad campaign. Photographer Viviane Sassen shot the new campaign in Morocco.
Abloh scouted the models and talent locally in Morocco, according to fashion news outlet Hypebeast.
The models, draped in pastel tones and floral prints, posed with flowers, kites, and palm fronds for the shoot.
When the collection debuted, Abloh explained that the flower motifs represent diversity and natural multiplicity, while the kite imagery symbolizes the fun of boyhood.
Boyhood has been an ongoing reference in Abloh’s Louis Vuitton collections. The ‘Footprints’ campaign photos evoke childhood memories of flower-picking, kite-flying, and summers at the beach.
The collection’s universal themes “serve to bind us together in all our diversity across counties, countries, and continents,” according to a statement from the top-tier brand.