“This collection celebrates the cultural contribution of basketball and its diverse characters, and the idea of relatability as a force of unity. – Virgil Abloh, Louis Vuitton Men’s Artistic Director
In the midst of a global pandemic, the NBA has been a remarkable Covid-era success story, finishing its season in a “bubble” in Orlando where there were zero positive tests for coronavirus. The season may be over but the NBA is not done for the year. In late November, Louis Vuitton launched LVxNBA, the House’s first menswear capsule collection with the league. The collection mixes Virgil’s design aesthetic with the classic iconography of the world of basketball. It’s broken into three unique categories —travel, game arrival and press conference—consisting of everything a player would need on and off the court.
Courtesy Louis Vuitton.
Throughout the collection you see the visual identity of the NBA fused seamlessly with the existing classic Louis Vuitton motifs. The NBA logo is reimagined as a houndstooth pattern used in the collection’s tailoring. The classic Keepall features a netted side detail inspired by a basketball hoop’s netting. The fashion jewelry highlights the NBA logos as pendants, showcasing the mix of craftsmanship and the American pastime.
From taking us to Shanghai to taking over the streets of Paris, the French house has never been shy when it comes to exploring new and unique ways to showcase its collections. For this capsule, Louis Vuitton also partnered with Madison Square Garden (MSG) to reimagine their customers’ digital shopping experience. Mixing sport, style and technology Louis Vuitton takes over MSG by utilizing drone footage of the actual clothing, shoes and accessories, allowing digital the shopper to feel like they are on the court of the historic arena. This unique experience brings the collection right to your computer or phone, immersing you into the digital world of LVxNBA. The LVxNBA experience is now live.
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