Louis Vuitton’s Resort 2017 collection was showcased in Rio at the Oscar Niemeyer designed Niterói Contemporary Art Museum. This architectural marvel is located on a cliff side. The new age style building looks like it could have emerged from the ocean or outer space.
Models walked down a double ramp that descended from the museum onto a plaza where guests where seated on brightly coloured metallic cubes and benches. The seat formation allowed each guest to have a front row seat.Collection Inspiration
With Rio set to host the 2016 Summer Olympic games, athletics was a major influence along with surf, punk and street style. Grand Prix motifs were featured throughout the collection, with Louis Vuitton posting images of race car graphics on their Instagram account the day before the show with the caption ‘The races begin!’
Alicia Vikander, Jaden Smith, Zendaya, Alessandra Ambrosio, Isabeli Fontana and Catherine Deneuve.
Colour-blocked dresses with asymmetrical hems and peek-a-boo cutouts looked like deconstructed wet suits. The windbreaker parkas and basketball shorts sported the LV monogram striped down the sides echoing the Grand Prix theme.
The classic Louis Vuitton travel trunks were created into boomboxes along with coloruful airbrushed decals of surfboards and other fun summery motifs. We loved all the flat footwear, including gladiator-style flip-flops and pointed-toe booties.
The Royal Rio Treatment
Guests and media were treated to a multiday event, including helicopter rides for views of the venue. This was nothing short of a PR planning Olympic effort. According to Vogue, a PR rep estimated the size of the team (models, hair and makeup artists, seamstresses, public relations etc.) was more than 300 people.
Social Media Madness
The small fortunes it costs to pull off such an incredible showcase quickly paid off for the brand with more than 10,000 posts hashtagged #LVCruise with an hour of the show. Brazilian model Alessandra Ambrosio sat front row Snapchatting all the action from the Louis Vuitton account.
Images courtesy of Louis Vuitton