Riding the Wave

Once again, “super nature” takes centre stage at Louis Vuitton, with the ocean acting as a universal connector between concept and collection.

WORDS Gina Dionisio PHOTOS Courtesy of Louis Vuitton

The concept for the Louis Vuitton S/S ’27 Men’s Collection and its hyper-sensorial setting was conceived by Men’s Creative Director Pharrell Williams, who wanted to draw on the parallels between the distinctive dress codes shaped by the coast and the dandy at the heart of the House.

For the show, the Cité Internationale Universitaire de Paris was transformed into a beach with a giant cascading wave at its centre – an emblem of the equilibrium that unites the surfing community and the world it navigates. The wave, which was roughly 8 metres high and over 37 metres wide, featured real water provided by Eau de Paris. Models emerged from the centre of the barrel to walk a runway covered in fine beach sand.

The garments featured hand-spun textures and sea-centric embellishments – all infused with the bohemian spirit of surf culture. Here, technical wetsuits enter into an exchange with performance-infused tailoring fabrics. With their timeworn, weathered and mended characteristics, the archetypes and materials of the surfer’s everyday wardrobe were conveyed through the artisanal alchemy of the House.

Louis Vuitton’s overarching sustainability strategy was also seamlessly woven into the narrative of the collection and its scenography. The water flowing over the tidal wave was released into the city’s sewer system post-show, while the sand used to immerse guests in the surf setting was repurposed for beach volleyball on the university campus. The wooden seating at the show was salvaged from previous Louis Vuitton show sets, including those from the A/W ’26 Drophaus Collection.

As a core component of its “Regeneration 2030” sustainability roadmap, Louis Vuitton has partnered with Coral Gardeners – a non-profit organisation dedicated to coral reef restoration. The collaboration focuses specifically on reef restoration efforts in French Polynesia. | eu.louisvuitton.com

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