Fashion scouts: Louis Vuitton in US adventure

Menswear designer Kim Jones and artistic director Marc Jacobs guided the collection through a sartorial road trip across America, featuring some of the country’s classic icons.

Jocks, hippies and prom dates all appeared with tan backpacks and weekend bags styled with red, white and blue neckerchiefs and mirrored sunglasses. The most successful interpretation of this trend was the All American Boy Scout. Models dressed in khaki cotton drill, utilitarian jackets that were proudly adorned with charming emblems of achievement or badges from places of interest.

Design cues in this collection echo those highlighted in our Adventurism design direction, which noted a move towards a nostalgic take on exploration and the great outdoors.

For more on how consumers are seeking to reconnect with simple pleasures, read our New Sublimity Tourism microtrend.