Louis Vuitton X NBA Collaboration Store Showcased in Virtual Reality ep.1

최근 루이비통이 NBA와 협력하여 챔피언십 트로피를 위한 케이스 디자인을 선보였습니다. 이와 함께 가방, 신발, 액세서리 등 다양한 협업 제품도 출시하였으며, 이는 루이비통 남성 패션 부문의 디렉터인 버질 아블로가 이끌었습니다. 특히, 이번 컬렉션은 가상 현실을 통해 공개되어 많은 이들의 주목을 받고 있습니다. 이제 아래에서 하나씩 확인해보겠습니다.

Louis Vuitton’s Fashion Tech Strategy

©LouisVuitton

©LouisVuitton

Recently, Louis Vuitton partnered with the NBA in the United States to design a case for the championship trophy. In addition, they launched various collaboration products including bags, shoes, and accessories. This collection was led by Virgil Abloh, the director of Louis Vuitton’s men’s fashion division.

©LouisVuitton

Louis Vuitton unveiled this collection through virtual reality. They created a virtual 360-degree image of Madison Square Garden, a world-renowned indoor arena, to utilize as an online store. In this space, various products including menswear, bags, and shoes were arranged around the newly designed NBA trophy case by Louis Vuitton.

©LouisVuitton

Throughout the virtual Madison Square Garden, one can feel the identity of Louis Vuitton. In the center of the arena, the Louis Vuitton logo is prominently displayed, and the brand’s DNA is thoroughly incorporated into the basketball hoop, sidelines, and more.

©LouisVuitton

©LouisVuitton

In fact, this is not the first time Louis Vuitton has used virtual reality technology. Recently, the 2021 S/S season collection was also unveiled at the Samaritaine department store in Paris, filmed entirely with a 360-degree camera. This allowed those not present at the venue to experience a more immersive fashion show through virtual reality. Even earlier, in 2019, they promoted Louis Vuitton handbags using Snapchat’s augmented reality technology.

©LouisVuitton

The background of Louis Vuitton’s steps in this direction is its parent company, LVMH. LVMH recognized the importance of fashion tech early on and has not hesitated to invest in related startups, even acquiring a VR company.

©LVMH

Currently, LVMH is developing technology that measures body dimensions using only photos in collaboration with the American startup ‘3D Look.’ This technology will not only be used to recommend appropriately sized clothing but can also generate virtual images of users wearing the clothes in the future. If this becomes possible, the advantages that were previously enjoyed in offline shopping can also be experienced online.

©LouisVuitton

Among the many subsidiaries of LVMH, Louis Vuitton is rapidly embracing fashion tech and actively seeking change. Innovative technologies such as artificial intelligence, virtual reality, and augmented reality are expected to rapidly transform the fashion industry, and it is anticipated that LVMH and Louis Vuitton will be at the center of that change.