Following the launch of Off-White™ activewear, perpetually busy creative director Virgil Abloh has revealed "Off-White™ Seasons" –  a new Instagram account that allows fans a behind-the-scenes look at Off-White™.

The account was christened with two lookbooks showcasing the men's and women's resort 2021 collections, lensed by Andrea Artemisio with styling from Ibrahim Kamara. The feed also includes screenshots of WhatsApp groups — the app where most of Abloh's "meetings" are carried out — providing fans a candid insight into his role as grand orchestrator. As below, we can see how his vision translates from the phone to the final product.

Speaking to Vogue, Abloh explains: “If I were a 17-year-old kid and I wanted to learn how to get into fashion, all I would want is a documentary or an Instagram account where I could see how the idea comes to life because then I could take that and interpret it how I would want to. So this account to me is going to be the home of future seasons; it will be the place where we can story-tell and show our process, thereby letting people into the DNA of Off-White, not just the surface of Off-White.”

In addition to group chats, the account also posts voice notes in which Abloh explains how he hired creatives for the season team. He also explains details from the collection such as the "I Support Young Black Businesses" glove, first seen on choreographer Cartier Williams during the label's memorable Fall/Winter 2020 show.

The new account follows a trend of creative directors introducing a bit more transparency into their world, and the world of their brand, as evidenced by the recent SS21 collections roll-outs at "Phygital" Men's Fashion Week.