Louis Vuitton Spring/Summer 2021 Runway Show Will Be Held At La Samaritaine

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Louis Vuitton Fall 2020 RTW.

PARIS, FRANCENicolas Ghesquière will present his Louis Vuitton ready-to-wear spring 2021 show on October 6 at La Samaritaine during Paris Fashion Week.

Ghesquière will show his spring 2021 women’s collection on the top floor of the not-yet-completed complex under a glass dome known as “La Rotonde,” while those tuning in to the livestream will have a completely different experience thanks to green-screen technology and other digital razzmatazz.

“Nicolas’ goal is to create a connection with the guests,” according to Vuitton. “It is a fashion show that has been designed for digital, but based on a live experience.”

Vuitton is planning two shows, each with about 200 people.

“It’s a one-off, bespoke experience,” said Michael Burke, Vuitton’s chairman and chief executive officer. “It’s a historical Parisian landmark — the 19th century meets the 21st century, so it’s a play on time. Nicolas has spent a lot of time meditating about fashion over time,” he added, referring to the upcoming exhibition at the Costume Institute at the Metropolitan Museum of Art in New York, “About Time: Fashion and Duration,” now slated to open Oct. 29.

The show site will offer live guests 360-degree views of Paris rooftops and churches.

Burke expects this physical-meets-digital event will attract a multiple of viewers from the last Vuitton women’s show, which had five million.

“It’s a fantastic way of telling multiple stories at the same time,” he said in an interview: one for the curated, professional audience, and another for “the world that wants to see the show at the same time.  And when your audience is the world, and not a curated crowd, you need a lot more storytelling.

“So what you’re going to be seeing is a technology that allows you to splice in vast amounts of information that the audience is dying to see,” he said. “We definitely didn’t want it to be gimmicky. It’s to create a totally immersive experience.”

Louis Vuitton Fall 2020 RTW.

Photos Credit: Isidore Montag / Gorunway.com

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Donovan is the CEO and Editor-In-Chief of www.dmfashionbook.com. For all general inquiries please email don@dmfashionbook.com Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.