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Louis Vuitton’s New Campaign Celebrates Flowers and Boyhood

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Name
Project
Footprints
Photographer
Words

Titled ‘Footprints’, Louis Vuitton’s new campaign imagery by Dutch photographer Viviane Sassen is both an ode to flowers and the fun times of boyhood. The photographs are an invitation to appreciate the diversity of nature, contemplate memories, and indulge in restorative moments of pleasure.

Louis Vuitton’s Spring Summer 2020 Men’s Collection was first unveiled among the cobblestoned streets of Paris in June 2019. Fusing streetwear and luxe seamlessly, the looks are refreshing, with flowing layers and pastel color palettes, mixed with bold florals and colorful bags. Artistic director Virgil Abloh wanted consumers to appreciate the beauty of nature and celebrate flowers as a metaphor for diversity. The collection’s floral influence and heartfelt message are found in the accompanying campaign. For ‘Footprints’, Louis Vuitton and Sassen have turned to the sun-soaked landscapes of Tangier and Chefchaouen in Morocco. Locally scouted models dressed in the collection’s pastel-colored signature looks, are candidly placed among flowers or captured wandering along the beach, interacting with each other, the bags, and flying-kites. The images tell a specific story: they are an exploration of boyhood; each photograph giving an insight into the formative moments and feelings shared by young men around the globe. With its universally relatable imagery, the campaign is meant to highlight the idea of a global community and to bind us together in harmonious diversity through shared memories. This is the first in a series of five campaigns, with the four subsequent sets shot in other continents around the world.

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All images © Louis Vuitton / Viviane Sassen