My worlds are colliding and I'm sitting back to watch the sparks fly. In April 2021, BTS, the biggest music group in the world right now, was announced as global brand ambassadors for Louis Vuitton. As an addict of both fashion and BTS, I was very happy with this news.
I have been wanting to blog about Louis Vuitton for a while now; I have admired Nicolas Ghesquière's work over the past few years and believe his collections at Louis Vuitton to be underappreciated. I sang his praises during his debut Fall/Winter 2014 RTW collection, and he did not disappoint in the years following. Granted, he doesn't get everything right, but he gets right what he needs to get right—which is to say, he always has standout pieces. His Spring/Summer 2017 RTW collection portrays a sense of elevated experimentation: draped jersey dresses sliced with daring cutouts, and sheer floor-length numbers sprinkled with crystals and glitter. Spring/Summer 2018 RTW gave us rich brocade coats, and beautiful chiffon dresses trimmed with stiff, ruffled sleeves. His work may seem eccentric and messy at times, but I believe it takes a deep understanding of fashion for someone to break the rules with such discerning abandon.
Virgil Abloh has also been doing excellent work as artistic director of Louis Vuitton's menswear collections. His work is thoughtful and unique; it upgrades the mundane and makes the lavish approachable. The adorable stuffed animals in Abloh's Spring/Summer 2021 Menswear collection were exceptional: a fun way to bring back the childhood innocence we lose through adulthood. His Fall/Winter 2021 Menswear show in January was an artistic, relevant homage to his African heritage using sumptuous textiles and a magnificent shade of green that I can't move on from. Best of all, both these collections have been worn by BTS (including, at the Grammy Awards, no less).
We are excited to be part of the upcoming #LouisVuitton show in Seoul!
— BTS_official (@bts_bighit) July 5, 2021
💜 this tweet to set a reminder to watch on July 7th at 7pm (KST).
#BTS #방탄소년단 #LVMenFW21 pic.twitter.com/mZggkzaG0o
- Jimin (my OG bias) is wearing this look from #LVMenFW21. I'm glad the stylists kept the fly wraparound sunglasses, because if there's anyone who can pull off playful mixing of streetwear and high fashion, it's Jimin.
- RM is wearing this look from #LVMenFW21. As is befitting of the group's leader, RM suits classically broad and brooding silhouettes, and the hat is a fine choice for him in particular.
- Suga (my current bias) is wearing this look from #LVMenFW21. Although not shown in the shot, I have no doubt he is doing justice to the suit's slimmer cut. Besides, his elegantly styled steel blue hair is the real winner here.
- j-hope is wearing this look from #LVMenFW21. A boldly patterned ensemble with scarlet boots is practically made for him. I smile knowing how much he adores fashion and thinking how ecstatic he must feel to be working with Louis Vuitton.
- V is wearing this look from #LVMenFW21. He is the image of refinement in a sophisticated long coat, effortlessly living up to his title as one of the most handsome men in the world.
- Jungkook is wearing this look from #LVMenFW21. He directs his signature piercing gaze towards the camera as his gleaming accessories riff off the thick ridges of a textured blazer.
- Jin is wearing this look from #LVMenFW21. What could be more appropriate than ending the teaser with a mysterious glance from Worldwide Handsome in a sharp, crimson plaid overcoat?
There will be a lot of eyes on Louis Vuitton's next show—more eyes than runway is normally used to. Runway is not something the general public watches, and even fashionistas may only casually follow runway collections. The BTS ARMY, however, is composed of millions of individuals across the globe from diverse backgrounds. There will undoubtedly be those in the fandom who have little interest or knowledge of luxury fashion, and some may even find it downright ridiculous. So it goes without saying Louis Vuitton will have a lot of pressure to satisfy a much wider audience united in their wholehearted love for BTS, while still fulfilling the features of a high fashion presentation. As Louis Vuitton itself tweeted, "High expectations."
Indeed there will be high expectations, but I think it is important to remember to thank Abloh, Louis Vuitton and BTS for participating in this collaboration. I hope we continue see opportunities like this that break boundaries for underrepresented groups, recognize the adversity they face, and celebrate the hard work that has led to their countless achievements.
Update: I almost choked on my butter. Louis Vuitton did not let high expectations faze them. Virgil Abloh's Fall/Winter 2021 Menswear presentation in Seoul with house ambassadors BTS was so tastefully executed I expect it will satisfy all audiences. Watch the full show here.
Image Source: WWD
