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Louis Vuitton to Christen La Samaritaine With Spring Fashion Show

Louis Vuitton to Christen La Samaritaine With Spring Fashion Show

Louis Vuitton will cap off Paris Fashion Week on Oct. 6 with a fashion show at La Samaritaine.

Nicolas Ghesquière – Director of the house of Louis Vuitton, will parade his spring 2021 women’s collection on the top floor of the not-yet-completed complex under a glass dome known as “La Rotonde,” while those tuning in to the livestream will have a completely different experience, thanks to green-screen technology and other digital razzmatazz.

According to Vuitton, “Nicolas’ goal is to create a connection with the guests, it is a fashion show that has been designed for digital, but based on a live experience.”

Indeed, some front-row guests will be provided with a dedicated device to interact with the proceedings. Vuitton is planning two shows, each with about 200 people.

This marks the first event at La Samaritaine, the LVMH Moet Hennessy Louis Vuitton-owned department store shuttered in 2005 due to safety concerns. After overcoming a tangle of administrative hurdles, the massive, block-long building is being reimagined as a mixed-use complex incorporating a Cheval Blanc luxury hotel, the fabled Samaritaine department store, office space, restaurants, low-income housing and a day-care center. Further delayed by pandemic-related shutdowns and limitations, it is now expected to open in early 2021.

Vuitton’s chairman and chief executive officer, Michael Burke said “It’s a one-off, bespoke experience. It’s a historical Parisian landmark — the 19th century meets the 21st century, so it’s a play on time. Nicolas has spent a lot of time meditating about fashion over time,” referring to the upcoming exhibition at the Costume Institute at the Metropolitan Museum of Art in New York, “About Time: Fashion and Duration,” now slated to open Oct. 29.

The show site will offer live guests 360-degree views of Paris rooftops and churches, although those tuning in on Instagram and other online platforms will have other marvels to gawk at.

In recent years, Vuitton has staged its women’s fashion shows in and around the Louvre Museum. Burke characterized this season as a pause. “In 2021, you’ll see our relationship with the Louvre augmented,” he said.

LVMH acquired a majority stake in La Samaritaine in 2001, winning control over prime real estate smack dab in the center of Paris — and across the street from Vuitton headquarters

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