21 Savage, the artist famed for his grisly, quintessentially Atlantan trap music, and east London born, now appears even further afield in Louis Vuitton’s new campaign. The acclaimed rapper stands dabbled in dusk on Venice Beach, looking like the very image of a West Coast skater.
For Vuitton’s Summer capsule, watercolour bleeds and ink splattered monograms are daubed across boxy silhouettes and relaxed, pyjama-style sets. Board shorts, windbreakers, and bucket hats make up a collection of transitional items while brand signatures such as harnesses, plastic link chains and side bags all get flecked by Abloh’s twilight paint brush.
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It gives California cool without resorting to the ever hackneyed cliche of tie-dye. And, as the sun sets across the campaign imagery, it’s as if Abloh’s ink splodged garments have bled into the gloaming backdrop itself. True to the collection’s kaleidoscopic, rainbowed referencing, this capsule is also an experiment in sustainable design, paving the way for the brand’s commitment to a 100 per cent eco-design strategy by 2025. Think recycled nylons, metal-free dyes and responsibly sourced cottons and wools.
Of course, it’s not the first time that Abloh and 21 Savage have worked together, Savage modelled for Off-White’s AW16 lookbook and Abloh frequently recruits his musical muses as he continues to hot wire the fashion, streetwear circuit. Kid Cudi, Dev Hynes, and Steve Lacy were among some of the rappers who walked Abloh’s debut show at Louis Vuitton and more recently, Offset walked as part of the brand’s AW19 show.
Louis Vuitton’s summer capsule collection will go live on March 19. Have a click the gallery above to see what’s in store.