Before Virgil Abloh presents Louis Vuitton’s FW20 collection in Paris later this week, the fashion house shares a new campaign for the designer’s SS20 assortment. Titled “Footprints,” Abloh and LV head to Morocco for the project, which was captured in Tangier and Chefchaouen by photographer Viviane Sassen.
The main motif of the SS20 collection is the flower and we see the theme carried through to the campaign. According to Louis Vuitton, the activity of picking flowers, which is showcased throughout the editorial, is “a naturally occurring metaphor for multiplicity.”
The recurrent notion of boyhood is also highlighted for SS20 as the premise for the seasonal Louis Vuitton men’s campaign. This is portrayed through imagery of models flying kites along the beach. Virgil Abloh debuted Louis Vuitton’s SS20 collection at Paris Fashion Week in June of last year.
You can get another look at the range of menswear by scrolling through the Viviane Sassen-shot campaign above. The models and talent starring in the project were scouted locally in Morocco.