A Louis Vuitton pop up store has recently set up shop in one of Lonon’s most established department stores, Selfridges. Located on the ground floor, the first thing to grab your attention is the enormous black giraffe which looms directly over the Louis Vuitton banner. Staring down, it’s eyes bulge, and its serpentine tongue hangs out, engaging with shoppers and inviting them to experience the walls of wild animals in stark black and grey. The spotted and striped background-aesthetic gives off a busy vibe, displaying a feel for wild nature which is undoubtedly what artistic designer Kim Jones had intended.
The overall representation of a fashion line can very much be overlooked in a store which has to display multiple lines at once. It is for this reason that many luxury fashion brands are known to occasionally open pop-up stores , giving buyers a unique taste of an upcoming collection. Similarly, Kanye West did it with his ‘Pablo’ store on Old Street, with the Louis Vuitton pop up store following this trend for the SS17 men’s collection.
Jones was raised in Africa, between Botswana and Keny. His work brings the wilderness and culture he experienced at home to the Louis Vuitton SS17 men’s collection. He brings an air of exotic taste and mystery to the line, appealing to the wild side of masculinity. The collection will also feature a show which previews the line on the 15th of December. Made up of ready-to-wear pieces from shoes to accessories, as well as a denim bar, the store is only around until the 15th of January, hopefully long enough to entice some new customers.