For Spring/Summer 2020, Louis Vuitton presents the first in a series of five men’s campaigns intended to portray Man’s positive footprint on the planet. Through the campaigns, captured on the five continents of the world, Louis Vuitton’s Men’s Artistic Director Virgil Abloh highlights the ethea of global community, harmonious diversity and cross-cultural inclusivity embodied in his work at Louis Vuitton. Honing the travel-centric core of the House, the campaigns illustrate and celebrate the formative acts and feelings shared by male youth around the globe, irrespective of culture and creed.

The African continent sets the stage for the first part of the new campaign. Shot by Viviane Sassen in Tangier and Chefchaouen, the topographic landscape is geographically local to Morocco yet visually recognizable around the world. Drawing on sentiments proposed in the collection, Virgil Abloh rediscovers the familiar and celebrates it through new eyes: a windswept beach, a grassy dune, the colors of a sunset. Flowers, the main motif of the collection, manifest in sculptural form. Employed as a naturally occurring metaphor for multiplicity, they interact with a diverse cast comprised of models and talent scouted locally in Morocco.