After previewing its Spring 2021 Pre-Collection recently, Louis Vuitton has now revealed drastic changes to the way it shows menswear collections. Rather than the traditional model of showing during Paris Fashion Week, Louis Vuitton will now host seasonless shows at different locations across the world. The first location for a physical show is Shanghai on August 6, with Tokyo set to follow.

The itinerant shows will all be part of the label’s Spring/Summer 2021 “Message in a Bottle” collection, which will begin with an animated video shown during this season’s digital Paris Fashion Week. The film has been shot around the ancestral home of Louis Vuitton’s founder, and shows movers packing Louis Vuitton shipping containers onto a barge which then leaves Paris. A colorful crew of animated characters — named “Zoooom with Friends” — are hiding as stowaways as the ship departs.

The “Message in a Bottle” collection will then arrive in Shanghai. This collection also marks a new era for Louis Vuitton in terms of sustainability, with upcycling used in four different ways including recycled material, looks repeated from Fall/Winter 2020, looks created during lockdown with recycled materials and new looks created from existing ideas.

Despite this way of presenting the SS21 collection, this isn’t necessarily the end of Louis Vuitton shows as we know them.

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