We no longer offer Virgil Abloh. The American designer at the off-White and Man Louis Vuitton oversight of collections, is full of his ideas and always confident before his time. Besides, Alexandre Arnault is the CEO of Rimowa, the owner of the water and LVMH luxury group. Unified partnerships have brought their new luxury vision, millennials, and even Kanye West, in their crowded world, to their emotions about the fashion industry on Friday, 10 years ago. Potocki Hotel, Paris on the occasion of the Vogue Fashion Festival.
Off-White: Internet success in retail development
"Off-White is my diary, a conversation with myself", said Virgil Abloh, a group of journalists, professionals and students in the industry, among many supporters of the starry art director. The Off-White brand, founded in 2014, is "starting from scratch" to create its image and invent a famous logo today. On the side of the French house, challenge to change the preset codes. "My relationship with Louis Vuitton is different. A dialogue with the legacy of a house founded in 1854. But as with Off-White, branding and iconography are also very important. Monogram is a fascinating study tool," Virgil accepts Abloh.
On the other hand, the brand Virgil Abloh, which has 5.5 million followers on Instagram, is a think tank. "Off-White is this man, women … a wedding dress like a sweatshirt," said the designer, who is known for his multidisciplinary approach and productive creations, dozens of decline in media collaboration. A cloudless sky for the Virgil Abloh, celebrated as the most wanted name of the year by the brand Lyst. This does not prevent some of them from questioning the prices and questioning whether they belong to luxury. "I often ask this question," Virgil Abloh smiled. Or Off-White produces in responsible workshops and consists of 40 well-paid teams, “he says. He writes: ğ In a sense, the price of creativity. "
On October 25th, he opened the doors of Off-White Dubai boutiques. And the brand is largely indispensable to the founder of the physical channel, largely guided by social networks and digital explosion, and his career began in the world of architecture. Or Off-White is not an online store,-he says, and he remembers that the brand now has about twenty stores and is targeting 40 next year. All sales areas of the brand are different according to the rules set by the creator who wants to add value to the customer experience. Eli You have to consider a limited number of prints that need to be put on sale, but you should also give all the other products that are the foundation of the brand, “he says. He calls the Colette as a physical reference space. Meanwhile, Alexandre Arnault prefers "360 ° relationship with the Apple Store customer".
Product, luxury and cooperations
"Virgil already asked to make a cooperation with Rimowa before being bought by LVMH (in 2016)," the president said between two bursts of laughter. He admits that the notion of famous transparent suitcases came from the creator of Off-White. According to Alexandre Arnault, it is a style of data and privacy that contradicts the current social trend. . Transparency makes it possible to connect with people. When we discover a little more than the customer's getting used to seeing, it creates a personal connection with the collection, effaf said the designer, who emphasized the need to renew the offer to encourage buying.
Or Design can be a very greedy industry, & adds Virgil Abloh. & The design also explains the niche market by taking the example of Arnault's Apple iPhone. People don't need more than three suitcases, so you need to develop ideas to get back. Not because they need a suitcase, but it's not because they want that special suitcase. About the evolution of the Cologne-based company, he says: ler When we bought Louis Vuitton in the 1980s, the company was the size of Rimowa today. We have the potential for growth and see ourselves positioning as “functional luxury isten, a luxury brand that fits the needs of the consumer and desires ine. With regard to collaboration, the American designer is very clear: adaki In the past, they were called marketing projects, but they were the reason for the revival in fashion. "
Virgil Abloh sometimes reduces the role of criticism as a inin new generation ğinden creative director due to lack of education in the sector. But he analyzes the events with his back vision. "I think fashion design has been different before. Today, the most important thing for a creator is to understand the ecosystem we live in. It analyzes the creative processes, the evolution of transitions and the changes brought about by digital explosion." In this paradigm shift, social factors and networks are essential. Consumers not only buy products, but establish a relationship with it and create the message. "Alexandre Arnault adds:" Previously, brands have dictated what they want to sell. But today, it is impossible to control a message that can be answered, retweeted or loved. "
According to Virgil Abloh, this change in context implies an evolution in the concept. "We have to question the terms luxury, fashion, fashion and street fashion. The meaning of the word" luxury "is related to the previous generations, but today, what creates the connection is convenience," he explains. A perspective shared by Alexandre Arnault, who does not appreciate the automatic connection between price and luxury. According to him, the notion of luxury should be connected to the creator of the product. Virgil Abloh, the leader of a new generation who wants to change the rules of the game, says: Ab As a creator, I want to offer products that consumers can be proud of. I want people to wonder where they came from. New luxury, creating this emotional connection with the product. "
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