Louis Vuitton Men's S/S 20 Touches Down with Campaign and Selfridges Pop-Up

by Bella Gladman on 13 January 2020

The first of five S/S 20 campaigns is released, coinciding with the opening of a pop-up in Selfridges.

The first of five S/S 20 campaigns is released, coinciding with the opening of a pop-up in Selfridges.

It may still be mid-Jan but Spring has sprung for Louis Vuitton as the first of five campaigns for the S/S 20 Menswear collection is released, along with a pop-up in London department store Selfridges.

A model plays with a kite, referencing Virgil Abloh's themes of boyhood and playfulness.

The series of five men’s campaigns for S/S 20 are intended to portray 'man’s positive footprint on the planet,' being shot on five different continents. The first takes place in Africa. Shot by Viviane Sassen in Tangier and Chefchaouen, the images celebrate the recognisable Moroccan landscape - a windswept beach, a grassy dune, the colours of a sunset. The collection's main motif, flowers, is manifested in sculptural forms, while the photo subjects are a mix of models and local Moroccans.

In London, however, the Selfridges pop up will run from Friday 10 January through to March 2020. Shoppers will see ready-to-wear, leather goods, shoes and accessories as if in a field of wild flowers, referencing the collection's inspiration of floral abundance. As a treat for LV fans, a unique 'Keepall 50 Flowers' bag will be available exclusively. Made to order, the bag is fully embroidered and its base is enriched with individual handmade flower motifs, giving the impression of a freshly gathered posy.

The Keepall 50 Flowers bag

Cast your mind back to the Parisian men's shows in June when the S/S 20 collection was first presented and you'll remember it was one of the most visually arresting of the season, with models carrying totes stuffed with wildflowers. According to Louis Vuitton, for S/S 20, Virgil Abloh has centred around 'the instinctive, the habitual and the natural,' with flowers becoming 'a naturally occurring metaphor for diversity.'

The Keepall 50 Flowers bag on the S/S 20 runway in Paris.

Located on the ground floor of Selfridges London, the pop-up is part of a permanent Louis Vuitton concept store.

Louis Vuitton, Selfridges, 400 Oxford Street, Ground Floor, London W1A 1AB, Monday to Saturday, from 9.30AM–9:00PM, Sunday, from 11.30AM–6.00PM. www.louisvuitton.com

The Selfridges pop-up space.