Paris – Fashion designer Virgil Abloh has teamed up with the Musée du Louvre in Paris on a one-off clothing collection including pieces adorned with paintings by Leonardo da Vinci.
The collection combines elements from the brand’s signature Off-White identity, including its bold four-way arrow logo. Abloh is no stranger to collaborations, having previously worked with brands such as Nike, Byredo and, most recently, Ikea. The designer’s move into the museum space has a twofold motive: offering a unique creative output while aiming to boost visitor numbers among young people.
Targeting Generation Z – an audience that are increasingly connected to culture and creativity – the collaboration reflects the potential power of merging streetwear with art. Adel Ziane, director of external relations at the Louvre, describes the collaboration as ‘a way for us to reach a new audience, a new manner to interest them in the Louvre’.
With young people feeling jaded by the homogenised nature of social media, they are increasingly turning to traditional arts to find relief, which we explore in our Big Idea: Generation Z are Driving an Arts Revolution.