Carla Chahrour

Following the news that Louis Vuitton will be taking its men’s fashion collections to Tokyo and Shanghai in August, the French Fashion House has premiered a short film entitled “The Adventures of Zoooom with Friends” as part of Fashion week.

Directed by the Men’s Artistic Director Virgil Abloh, the film serves as both, a virtual and literal “voyage across the world” to present his new collection “Message in a Bottle.”

The animated film “Message in a Bottle” is the first in a series of teaser films, shows movers and a character called “Zoooom” with his colorful friends, packing up crates into multi-colored shipping containers at Vuitton’s headquarters in Asnières, outside of Paris, and putting them on a barge that then sails the Seine River and beyond Paris.

The collection features new sustainability initiatives issued by Louis Vuitton, which involve recycling and upcycling. This includes the utilization of recycled materials, the repetition of looks from the and the Fall/Winter 2020 collection and new interpretations of existing ideas.

In total, the collection sums up to 75 new looks, with 25 constructed using recycled materials, and 25 recycled looks from the previous collection.

Deviating from the traditional fashion calendar by going season-less, the new initiative  transcends the industry’s conventional seasonality and exclusive audience through shifting to designs and locations that will allow the collections to be viewed by a greater audience base.


“This next show is probably the biggest leap that I’ve made in terms of proposing a new system, how it lives and operates. It’s probably the most fully packaged from the clothes itself and the craftsmanship, to the things you’ll see with the films and how it activates,” Abloh shared in an interview with WWD.

“The collection is now designed with the idea of it being broadcast on hundreds of thousands of screens, so that’s having an effect on the clothes. I look at my studio as a mix between Disney and an art-making studio,” Abloh added.