For its collection “Cruise 2017” Louis Vuitton and its artistic director Nicolas Ghesquiere brings together the world of fashion at the Museum of Contemporary Art in Niteroi, home to one of the famous beaches of Brazil – for a futuristic and colourful collection spectacle.
With the breathtakingly beautiful backdrop of scenery of the bay, and with not a cloud in sight, models walked down the huge red ramp from the Museum. It was a striking, yet brilliant contrast between the brut and majestic nature of the bay and this modern Museum designed by the legendary Oscar Niemeyer.
The museum is often is compared to a UFO, because it resembles a flying saucer, but the museum produced the desired effect and was an ideal stage for this fashion show, where the talent of Nicolas Ghesquiere was able to extract those marvellous elements of the Brazilian culture that were the inspiration for this collection. In a research trip to Brazil last year, he visited cities like Rio, Sao Paulo, Brasilia and Inhotim where he absorbed the look and feel of Brazil through its people, art references, architecture and lifestyle. “There is in Rio, an explosion of nature and architecture, and how the elements blend makes this city unique. I wanted my work exudes that same exotic air, “says the designer.
Two artists particularly inspired this collection. Hélio Oiticica and his “parangolés” which appear in dresses with capes and parkas light as kites, and Aldemir Martins, an important Brazilian artist of the 1960s, resulting in one of the best moments of collection.
The collection started with a series of Stretch dresses in flashy colors of street art, typicl of “ Rio style”, but also parkas and vests in nylon sleeveless equipped with multiple pockets, still evoke the lines and abstract forms of architecture.
This resulted in a fashion show with more fluid clothes and with more movement, different from what he’s been doing since he took over the creative direction of Louis Vuitton. It is a lively and contemporary collection.
“What is most interesting in fashion today is how luxury and sophistication mingle with technical subjects inherent in sport, stressing the body. This is what defines our time, in my opinion “…
“Because Brazil for me is music, and music this is happiness”, says Ghesquière. “In Rio de Janeiro, which were seen more movement and explosive energy that lie somewhere between modernism and tropicality. I was fascinated by the constant duality between nature and urbanism and the pictorial explosion it creates. For me, the main question was how to incorporate in my collection all these elements that are part of Brazilian culture, not to mention that I am only a visitor who brings my own Parisian and French cultural references ” , he concludes.
After the show, he received the press and some guests in an area on the top floor of the museum. The famous French actress Catherine Deneuve was among a long list of celebrities that enjoyed the Brazilian lifestyle late into the night .