Virgil Abloh’s Contemporary Discourse: An Academic Approach to His Communication Strategies

Carmen Baniandrés Gómez, Maria Rufat, Laura Martín-Escanciano () and María del Pilar Villanueva Cobo del Prado
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Carmen Baniandrés Gómez: Centro de Investigación en Moda y Fenómenos Contemporáneos (CIMFM), Universidad Villanueva
Maria Rufat: Centro de Investigación en Moda y Fenómenos Contemporáneos (CIMFM), Universidad Villanueva
Laura Martín-Escanciano: Centro de Investigación en Moda y Fenómenos Contemporáneos (CIMFM), Universidad Villanueva
María del Pilar Villanueva Cobo del Prado: Centro de Investigación en Moda y Fenómenos Contemporáneos (CIMFM), Universidad Villanueva

A chapter in Fashion Communication, 2021, pp 91-101 from Springer

Abstract: Abstract This paper aims to document Virgil Abloh’s approach to fashion through his own words. Abloh defines himself as an engineer, architect, DJ, and designer, thus embodying the figure of the interdisciplinary and multidisciplinary contemporary artist. Since he built his luxury streetwear brand on social media and worked his way up until being named Louis Vuitton’s menswear creative director in 2018, he has challenged the structure of the fashion industry on many levels. Therefore, he is loved and criticized by many in equal parts, and his story has problematized how fashion is defined and understood today. Still, it is his views on design, education, and social justice that characterize him. Consequently, it is by examining his career path through his design work, exhibitions, lectures, and media coverage—which will be treated as primary sources of study—that this paper takes an in-depth look into his creative process and the intentions, hopes, and mission behind it. Ultimately, Virgil Abloh will be considered in this paper as a contemporary phenomenon whose work and words can help understand how fashion communication works today, being the final purpose of this paper to contribute to the consolidation of fashion studies as an academic field.

Keywords: Virgil Abloh; Fashion communication; Interdisciplinary; Contemporary fashion (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-81321-5_8

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DOI: 10.1007/978-3-030-81321-5_8

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