BLOOMING BOYHOOD

Virgil Abloh’s third collection for Louis Vuitton Men’s Spring/Summer 2020 proves that streetwear is the new luxury.

- Nawaf Rahman

It’s unspoken imperative that luxury is not a word typically associated with streetwear. But in Louis Vuitton’s case, it seems right. Ever since the luxury house appointed Virgil Abloh as the creative director for its menswear division, Louis Vuitton – previously a stickler for stringent regulations on the usage of its logo – is so wholeheartedly embracing the streetwear culture, which signalled a new era not just for the brand, but also the industry.

For his third outing for the fashion house, it seems like Abloh is finding that sweet spot; combining the beautiful and practical normcore clothes, but at the same time make it as luxurious as possible. And he delivered, all within a little over a year of being appointed. This collection is a poignant translation of his agenda for the iconic French label, with crystal-clear intent: blurring the boundaries between the two genres and reintroducing age-old house icons with a contemporary viewpoint.