Fashion houses are increasingly adopting streetwear looks to attract younger shoppers.
On Monday, LVMH’s Louis Vuitton brand, the biggest revenue generator of the French luxury goods group said, it has hired Virgil Abloh, the founder of Off-White, a streetwear label, to design its menswear collections.
The moves follows an internal reshuffle at LVMH which includes switching menswear designers at Christian Dior, a sister brand.
Abloh, 37, who used to work as hip-hop singer Kanye West’s creative director, had launched his first men’s and womenswear collections through his Off-White label in 2014.
His appointment comes at a time when high end luxury brands are increasingly adopting streetwear looks to attract younger shoppers.
Abloh, who interned with the rapper at LVMH’s Fendi label, takes over from Briton Kim Jones – also known for introducing a streetwear look at Vuitton and who was last week named as the new designer of menswear at Dior.
Abloh’s “innate creativity and disruptive approach have made him so relevant, not just in the world of fashion but in popular culture today,” said Louis Vuitton’s CEO Michael Burke in a statement.
Although menswear is typically a much smaller contributor to sales than women’s fashion, LVMH is shaking up its men’s collections and revamping the management of several of its labels.
Celine, its French label, is targeting a revenue growth of at least 50% under incoming designer Hedi Slimane as it branches into menswear and perfumes and expands its online presence.
($1 = 0.7048 pounds)