Campaign, Morocco
Morocco’s two most visited northern cities Tangier and Chefchaouen were chosen by Louis Vuitton to shoot scenes for “Footprints,” the Spring 2020 Men’s Fashion Collection. The decision to feature Morocco’s Blue City and Mediterranean Coastline in the backdrop was inspired by the French fashion house’s plans to execute a Planet Earth Positive Footprint theme.
Tangier is known for it’s hilltops, botanical parks, and corniches. Running along its northern coastline, the city boasts expansive views of the turquoise-colored Mediterranean sea and to the west, the Atlantic Ocean stretches for miles. Chefchaouen is located three hours south of Tangier and is famous for its picturesque blue village Riffian scenes along with goat cheese.
For the first of his five positive footprint series, Vigil Abloh, the creator behind the forward-thinking campaign commissioned Dutch photographer Viviane Sassen. Sassen was specifically instructed to shoot the selected African models with colorful wildflowers and grassy meadows meant as a metaphor for diversity.
Abloh was named by Time Magazine as one of the 100 most influential people in 2018. In the same year, he also made history as the first American of African descent to be chosen as the artistic director for Louis Vuitton.