Heaven is a Place on Earth in Louis Vuitton’s Fall/Winter 2020 Menswear Campaign

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Menswear Artistic Director Virgil Abloh taps into an imaginative alternate universe with his Fall/Winter 2020 campaign for Louis Vuitton. The designer introduced the collection, titled Heaven on Earth, in January, reflecting the utopian concept by employing a cloud print both for the runway backdrop and fashion. The surreal expression is mirrored in the new campaign, captured by prolific photographer Tim Walker.

The cloud imagery reflects Abloh’s exploration of boyhood and the Black imagination, with the blue sky symbolizing freedom, unity, and peace. Through the collection and its campaign, the designer attempts to revise the narrative, transcending any worldly territory and exploring a space without bias or prejudice. Lensed in London, the photos feature young creatives such as British actor Michael Ward and Ghanian model Ottawa Kwami.

The collection itself rewrites the history of the classic suit and paints traditional male dress codes in a new light. Abloh examines the lifelong relationship between a boy and his suit, beginning at a young age. The whimsical perspective of a child is further embodied by the cloud print that comprises the collection’s clothes and accessories.

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