Fashion

Louis Vuitton's Zany Cartoon Characters Are Set to Invade Paris

Physical and digital spaces are blurred by the luxury Paris fashion house.  
IMAGE Louis Vuitton
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Adding much-needed cheer to the weird start of 2021, the cartoon mascots of luxury fashion house Louis Vuitton are set to invade its boutique on Place Vendome in Paris. But the crew of animals—a fluffy dog, a green frog, a bird, and (what looks like) a dragon—is not just dropping by the flagship store, which, by the way, is located in the very same place where founder monsieur Louis Vuitton opened his first shop. Instead, the group is appearing via an immersive augmented reality experience accessed through the Louis Vuitton app.

When viewed through the screen of a smartphone, the Zoooom with Friends gang takes over the historic building, digitally animating its façade, maybe playing a tune or two as suggested by preview images. 

Photo by Louis Vuitton.
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Photo by Louis Vuitton.

The Zoooom characters were created by Abloh, not just as mascots for the house, but also as symbols of diversity and positivity. They, in fact, represent the creative and his friends “…when they descended upon Paris during the week of his first show for Louis Vuitton in June 2018.” 

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The gang debuted in that wacky spring/ summer 2021 collection in Shanghai and Tokyo, and, thanks to technology, will soon appear in Paris from January 15 onward.

The physical-digital mashup is part of “Louis Vuitton: Walk in the Park,” a month-long series of men’s fashion events, which also includes a temporary space on Rue du Pont Neuf. The pop-up offers highly coveted sneakers, jewelry, and sunglasses by Abloh. These include the five rarest editions of the LV Trainer from summer 2019, the new colorways of the LV Trainer Upcycling from summer 2021, the LV Ollie Sneaker, which is also from summer 2021, as well as the Cuban Chain necklace (in a rainbow colorway!) and 1.1 Millionaires sunglasses.

Photo by Louis Vuitton/ Gregoire Vieille.
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Photo by Louis Vuitton.

Photo by Louis Vuitton.
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Later in the month, on January 21, a filter with new animations and photographic content will also be available on the app. The entire affair concludes with the presentation of the Louis Vuitton men’s fall/ winter collection. We’ll let you know when that drops. 

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Clifford Olanday
Associate Editor, Esquire Philippines
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