LV Appointed Off-White Founder Virgil Abloh As Creative Director For Men'S Wear.

Virgil Abloh has formed its own unique line in building brand, namely, explosive money, high price and star cooperation.

After joining Supreme, LV, a luxury brand in France, seems to be carrying the street trend to the end.

According to fashion business news, LV today announced that Virgil Abloh, the latest fashion brand Off-White founder and design director, is the creative director of men's wear, and its first series will be released in June in Paris men's wear week.

Last week, Kim Jones announced its official departure after its 2018 autumn winter series in Paris.

Up to now, LV has also confirmed this news in the official account of social media Instagram.

It is noteworthy that Virgil Abloh is also a rare black designer who can steer French luxury brands after Balmain's Olivier Rousteing.

Virgil Abloh, originally born in Chicago, did not want to be a designer at first. Instead, she became an artist. But in 2012, when he launched the Pyrex Vision as a water testing fashion industry, his career path changed.

At the end of 2013, Virgil Abloh founded Off-White and released its first fashion show in 2014. Black, white and yellow three colors and wide slashes have become synonymous with the brand.

In an interview with ComplexCon last year, he said he would never forget his original intention of designing clothes, that is, to communicate with young people. He emphasized that he did not have a clear definition of Off-White, but a brand that was situated in the gray area between luxury and fashion.

18 months later, Virgil Abloh expanded the Off-White product line to

The LVMH Youth Fashion Designer Award for the first time in the field has been challenged by luxury street brands for the first time. Since then, Virgil Abloh has become more and more closely related to LV's parent company LVMH. 2015

In addition to designers like Off-White and Pyrex Vision, Virgil Abloh is also the creative consultant of the Yeezy series of Adidas Kanye's biggest trump card. He has already developed his own unique way to build brands, that is, "cooperation between explosions, high prices and celebrity endorsements", and is also best at achieving the maximum with simple products.

Benefit.

However, what really pushed Virgil Abloh to the top of the industry is the joint serial The Ten launched by Off-White last year with Nike.

With the Air Jordan 1 in the The Ten series, Virgil Abloh defeated Gianvito Rossi and Ronnie Fieg to win the thirty-first Award for the best basketball shoes in the year of Achievement Achievement.

It is reported that the shoe price in this series has been sold at the highest price in the second hand sale market, and has become one of the most successful joint series in the history of Nike.

Besides Nike, Virgil Abloh has also collaborated with brands including IKEA, Byredo, Jimmy Choo, Warby Parker, Moncler, Umbro and Sunglass Sunglass. It is reported that this year will launch a series of cooperation with the luxury luggage and bags under the banner.

There are people in the industry who believe that Virgil Abloh, which has 1 million 600 thousand fans on Instagram, will add more street elements to brand men's clothing after joining LV.

LV's women's clothing series is also getting younger and younger under the leadership of creative director Nicolas Ghesquiere.

Change.

In just 6 weeks, multiple creative director rotation shows that LVMH's market strategy is changing.

Following the success of the Kim Jones led LV and Chao brand Supreme cooperation series, LVMH has attracted the attention of the street style Virgil Abloh. It seems that it will be determined to open up a new direction of luxury brand trend. Combined with the appointment of Hedi Slimane as the chief creative supervisor and the introduction of the men's clothing series, the future will also be betting on the men's wear market.

It is reported that Kris Van Assche, the creative director who left Dior men's clothing last week, will continue to work for LVMH brand in the future, but the specific whereabouts have not been announced.

What it means is that although LV's performance is still among the best in the industry, Gucci has made great pressure on LV in the past two years through continuous efforts to seize the young market. Last year, for the first time in the scale of Gucci revenues, it surpassed Hermes and became the strongest competitor of LV.

There is a view that perhaps Gucci can not take the place of LV as the first luxury brand in a short time, but the fashion industry is full of variables all the time. Tradition and rules will be overthrown at any time. The brand that wins the young consumers is the real industry leader.