Virgil Abloh was appointed as the creative director of Louis Vuitton's menswear collection in March 2018. His appointment marked a significant moment in fashion history as he became one of the few black designers to hold such a prestigious position at a major luxury fashion house. Since then, Abloh has brought his unique creative vision and expertise to Louis Vuitton, creating innovative designs that have been celebrated by fashion critics and consumers alike.

Appealing to a younger audience while preserving the brand's reputation for elegance and sophistication. This was a difficult task because the brand had a loyal customer base who expected a certain level of quality and refinement in its products, while younger consumers were looking for more contemporary and trend-focused designs.

I employed a range of design strategies to create fresh and modern designs that still honored the brand's heritage. This included incorporating bold patterns and colors into its designs, utilizing innovative materials and production techniques, and collaborating with contemporary artists and designers. By striking a balance between tradition and innovation, the team was able to create designs that appealed to both established and new customers, while maintaining its reputation for elegance and sophistication. This approach allowed Louis Vuitton to remain a leading luxury brand in the fashion industry while keeping up with cultural change.