Louis Vuitton: Utopian in Rio


This is the third time that Louis Vuitton has presented their cruise collection in Rio de Janeiro. On this occasion they chose the breathtaking setting of the Niteroi Contemporary Art Museum by the Brazilian architect Oscar Niemeyer. Built in 1996, its modern and utopian architecture is also reflected in this unusually experimental cruise collection. “I was fascinated by the dualism of nature and urbanity here and the picturesque fusion that results from that,” explains designer Nicholas Ghesquière. “I wanted to include all these elements of Brazilian culture in my collection, without forgetting that I’m only a visitor so I bring my cultural roots from France along with me.”

The faithful LV fan community followed Ghesquière’s call – even the long journey to the soon-to-be Olympic city couldn’t put them off. Closely connected to the label, Catherine Deneuve was spotted on one of the stools that snaked along the side of the catwalk, as were Louis Vuitton’s brand ambassador and Oscar-winner Alicia Vicander and model Alessandra Ambrosio.

The cruise collection 2017 at a glance: 

  1. Sporty, light and practical: Ghesquière was probably also inspired by the upcoming Olympics. In his flowing dresses with asymmetric cut-outs and neoprene coats you can get off your surfboard and head straight for a cocktail bar. Combine them with matching neoprene sneakers and flip flops, billowing silhouettes and avant-garde-esque ruched dresses.
  2. It reflects the colourful joie de vivre of Brazilian culture and the Cariocas’ passion for dancing (Rio’s residents are called Cariocas). Which was evidenced in the ghetto blasters, for example, which Ghesquière has revived – as brightly coloured box bags.
  3. It also pays homage to two important Brazilian artists: Helio Oiticica and Aldemir Martins. Martins, a keen popular culture and football fan, immortalized the Brazilian football god Pelé in one of his most famous paintings, “A Fera” from 1969. Which, in turn, now features as a print on three classic handbags by Louis Vuitton.
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