The Virgil Abloh Past, Present & Future Campaign

Sky Temperato
Theory, History, and Practice of Public Relations
Final Project Paper
Professor Shonna Keogan
December 9, 2021
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BACKGROUND:

Who was Virgil Abloh?

Virgil Abloh was a highly influential figure who transformed the fashion industry unlike anyone

before him. In the words of Michael Burke, Louis Vuitton’s Chairman and CEO, Abloh was “a

great collaborator, creative genius, visionary and disrupter, and also one of the best cultural

communicators of our time.”

Born in Rockford, IL in 1980 to Ghanaian immigrant parents, Abloh grew up immersed in skate

culture and hip-hop. He studied civil engineering at the University of Wisconsin-Madison and

received a master’s degree in architecture from the Illinois Institute of Technology, a foundation

that would later influence his extensive work.

In 2009, when Abloh was just 22, he met Kanye West while working in a screen-printing store.

The pair soon became interns together at Fendi in Rome, another LVMH brand, and traveled to

Paris for Fashion Week. Abloh previously spoke about this trip with West saying, “We were a

generation that was interested in fashion and weren’t supposed to be there. We saw this as our

chance to participate and make current culture. In a lot of ways, it felt like we were bringing

more excitement than the industry was.”

Abloh became creative director at West’s creative agency, Donda, the following year. In 2011,

Abloh was art director for the Kanye West–Jay-Z album “Watch the Throne,” earning himself a

Grammy nomination. Abloh’s work with West served as a framework for his future border

crossing collaborations, including designing furniture for IKEA, Big Mac cartons for
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McDonald’s, and reusable water bottles for Evian. He also had his work showcased at the

Louvre, the Gagosian, and the Museum of Contemporary Art Chicago.

In 2012 Abloh founded Off-White, a streetwear brand based in Milan that combines elements of

streetwear, luxury, art, music, and travel. In 2014, he launched the brand’s womenswear

department and began showing his men’s and women’s collections at Paris Fashion Week.

Virgil Abloh X Louis Vuitton

These previous successes led him to take on the leadership position of Artistic Director at Louis

Vuitton in 2018, making him the first black designer to hold the top position at the world's

largest luxury brand. He held this position with Louis Vuitton until his passing, and in that time,

he created seven full collections for Louis Vuitton menswear.

Abloh thrived in this position, and under his leadership, LVMH saw a 16 percent increase in

sales revenue the first quarter that he joined, with sales rocketing to 5.7 billion. The significance

of this increase is shown when compared to initial estimates based on the first quarter of 2018.

Abloh’s relationship with Louis Vuitton progressed in July of 2021 when the fashion

powerhouse purchased 60% of Off-White’s stock, making Louis Vuitton the majority stake

owner in Virgil’s personal label.

Aside from designing clothes and accessories for Louis Vuitton, Abloh also did the following:

● Generated editorial coverage, excitement around the brand, and store traffic
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● Used his position to introduce a younger generation of luxury shoppers to the label

● Made diversity and inclusion an initiative within the fashion industry, indicating a radical

change in fashion

○ Not only was he the first black art director of a major fashion house, but he was

also constantly committed to cultivating more diversity in fashion, which he did

by promoting diversity in his runway shows and showing support to the black

community through his work.

SITUATIONAL ANALYSIS

On November 28, 2021, Virgil Abloh passed away after a two-year battle with cardiac

angiosarcoma, a rare cancer. His struggles with the disease were unknown to the public, making

his passing shocking to all. Following the announcement of his passing, many designers, brands,

celebrities, artists, fans, etc., took to social media to pay tribute to Abloh and all his

accomplishments.

Louis Vuitton has already begun to commemorate Abloh in their own way:

● His final menswear collection for Louis Vuitton, the Spring Summer 2022 Collection,

was presented in a large fashion show on November 30th, two days after his passing. The

show was worked on by Abloh until the very end and was produced “per his wishes.”

● Paying homage to Abloh, the show opened with Abloh’s voiceover talking about a return

“to childhood wonderment” alongside a short film with imagery of a curious child and a

hot air balloon, which may allude to his ascension to the afterlife.
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● The final show was also streamed live from Miami, with roughly 562,000 viewers on

YouTube, and was attended by many close friends of the designer, including Kanye West

and Pharrell Williams.

● Louis Vuitton's Chairman and CEO Michael Burke also gave a memorial speech. At the

end of the show, a large statue of Abloh was brought out, and drones spelled out “Virgil

was Here” in the sky.

THE CHALLENGE – BUSINESS PROBLEMS & OBJECTIVES:

Following the tragedy of Virgil Abloh’s passing, Louis Vuitton should consider the following

business objectives as they begin to commemorate Abloh:

● As Louis Vuitton, how do we keep the impact and legacy of Virgil Abloh alive?

● How do we commemorate such an innovative and influential person?

● How can we continue the momentum that Virgil spearheaded in creating opportunities for

a more diverse fashion industry?

● How does Louis Vuitton maintain the expanded target audience (Gen Z) that Virgil

brought to the brand?

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RECOMMENDED SOLUTION:

THE VIRGIL ABLOH PAST, PRESENT & FUTURE CAMPAIGN

The Virgil Abloh Past, Present & Future Campaign offers a solution to the business problems

listed above. This three-pronged campaign will honor Abloh’s legacy by supporting future

creatives and funding cancer research in his name, and ensure the continuation of innovation that

he brought to the fashion industry.

The Virgil Abloh Past, Present & Future Campaign:

1. Re-Release of Past Designs

2. Fashion Show and Concert Event

3. Mentorship Program

The first action that we recommend is the re-release of Abloh’s past designs, the second is a

fashion show and concert event held in his honor with proceeds donated to cancer research, and

the third action that we recommend is a mentorship program that will foster equality and

inclusion in the fashion industry.

ACTION PLAN

Part I: Product Re-Release

In the first prong of the Virgil Abloh Past, Present & Future Campaign, Louis Vuitton will re-

release a selection of Abloh’s previous designs. Products to be featured in this re-release

collection include:

● Abloh’s most iconic works from each of his seven collections

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● Designs from Abloh’s most-recent collection that debuted at the VIRGIL WAS HERE

fashion show on November 30, 2021

● Works from various black and minority designers in high-end fashion will also be

featured in this collection, continuing Abloh’s legacy of progressing inclusion and

diversity in the fashion industry

The items will be released seasonally, in the same fashion as any other collection that Louis

Vuitton releases, available for purchase in-stores and online.

Product Re-Release – Business Analysis:

Archival Revival:

This will not be the first time Louis Vuitton has re-released items from past collections. In 2018,

the fashion house re-released its Odéon Bag, a popular purse from the 1980s. Likewise, the

concept of a re-release has been popularized in recent years, with other large fashion houses,

including Chanel and Prada, participating in the practice of “archival revival.” Karl Lagerfeld,

former creative director of Chanel and Fendi and another astound designer and icon within the

fashion industry, exemplified the popularity of this practice saying, “Everybody said, ‘Don’t

touch it, it’s dead, it will never come back.’ But I thought it was a challenge. Thirty-five years

ago, old labels were old labels. Now everybody wants to revive a label.”

Featured Black & Minority Designers:

This re-release collection will include designs from black and minority designers, which is

important to continuing Virgil’s legacy at Louis Vuitton. In his time spent with LVMH, he made
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many efforts to increase diversity and inclusivity, and the addition of these designers to the re-

release is an aspect of our campaign that carries on his vision.

Potential black & minority designers to include in the re-release collection:

● Carly Cushnie – creative director & founder of CUSHNIE

● Christopher John Rogers – named 2020's American Emerging Designer of the Year by

the Council of Fashion Designers of America

Sales Revenue for Louis Vuitton:

● This collection is expected to perform similarly to that of Abloh’s first Louis Vuitton

collection, the Spring Summer 2019 menswear line

○ LVMH saw a 16% increase in revenue here

● Recorded revenue of 49.9 billion USD in the first nine months of 2021

○ Revenue is expected to increase with the release of this collection

Timing of the Re-Release:

● The re-release will be the Fall Winter 2022 collection and will align with the second

prong of the campaign, the fashion show & concert event.

● The fashion show and concert will occur in the summer of 2022, before the official

release of the collection, generating interest for the upcoming collection

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Part II: Fashion Show & Concert Event

In the second prong of the campaign, Louis Vuitton will hold a fashion show and concert event

in which family, friends, celebrities, designers, artists, and other creatives are invited to celebrate

the life and legacy of Virgil Abloh. Attendees will be encouraged to donate to Angiosarcoma

Awareness Inc. (ASA), a patient-driven nonprofit dedicated to researching better therapies and a

cure for angiosarcoma, to raise money for cancer research. The event will be live-streamed on

YouTube Live, allowing the general public to watch.

This event will consist of the following three main components:

1. Red Carpet:

a. Guests are encouraged to wear some of the most iconic or favorite designs by

Abloh

i. Potential looks: Hailey Bieber in her wedding dress, Kendall Jenner in her

2018 Met Gala pantsuit (both designed by Abloh)

b. Similar events for comparison: the Met Gala, Grammys Red Carpet

c. Showcasing, and commemorating Abloh’s designs

2. Fashion Show:

a. Re-released designs from the first prong of the campaign are presented to guests

b. Show also includes the designs of up-and-coming black designers inspired by

Abloh, continuing his mission for a more diverse fashion industry

3. Concert:

a. Artists whose albums Abloh has either designed or served as the creative directive

for will perform during the fashion show

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b. Artists include: Kanye West, ASAP Rocky, Jay Z, and Kid Cudi

c. Similar event for comparison: Victoria’s Secret Fashion Show

d. Bringing together Abloh’s influence in fashion and music

Fashion Show & Concert – Business Analysis:

Logistics:

● Where:

○ The Riviera Theatre in Chicago, IL

○ This is Abloh’s home state and where he found inspiration for his later work;

therefore, it is an ideal location for his commemoration.

○ The Riviera Theatre has a 2500 person capacity, making it an intimate setting for

the memorial event and fitting for invite-only.

● When:

○ Summer 2022

○ The event will take place prior to the product re-release to generate buzz and

excitement around the collection

● How:

○ The entire event, including the red carpet, fashion show, and concert, will be live-

streamed on YouTube Live

○ Promotion of the event through Louis Vuitton social media accounts, with easy

access links to the live-stream

● Why:

○ To commemorate Abloh’s work, both in fashion and music

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○ To raise money and awareness for cancer research

Potential Reach and Viewership of Event:

The following table shows the viewership from similar, comparable events to gauge the potential

reach and viewership of this event.

2021 Met Gala Red Carpet 15 MILLION VIEWERS

2021 Grammy Awards 8.8 MILLION VIEWERS

2016 Victoria’s Secret Fashion Show 6.7 MILLION VIEWERS

Donations:

● ALL proceeds donated to ASA

● Tickets for invited guests - $10,000

○ While $10,000 may sound steep, the Met Gala tickets are $35,000 apiece, so we

know celebrities and designers are willing and used to paying this sort of price.

● Viewers of the live stream are encouraged to make donations

○ Live stream will include easy access links to donate

○ Set up similar to the Ariana Grande One Love Manchester Benefit Concert in

2017, which raised $2.6 million just during the 3-hour concert alone, and all

artists perform for free

Why ASA:

● Angiosarcoma Awareness combines patient advocacy with research funding

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● Provides a resounding voice for patients with angiosarcoma

● To further their efforts leading to numerous patients receiving care at sarcoma centers of

excellence, and have translated into rapid progress in understanding this disease on a

molecular level for disease research

Cost of Production:

● $2 million - includes renting out the venue, crew, equipment, red carpet setup, and any

additional costs for the experience

Part III: Mentorship Program

In the third prong of the campaign, Louis Vuitton will organize a mentorship program meant to

continue Virgil Abloh’s mission to foster equity and inclusion within the fashion industry. This

program will collaborate with the Virgil Abloh “Post Modern” Scholarship Fund and will offer

students the opportunity to work with Louis Vuitton’s creative and artistic teams.

The Virgil Abloh “Post Modern” Scholarship Fund is a program founded by Abloh himself that

provides tuition support and scholarship funds for black students and has already raised 1 million

dollars. “Post Modern” is run in partnership with the Fashion Scholarship Fund (FSF), the

foremost fashion-oriented education and workforce development nonprofit in the U.S. Following

the fund’s mission of advancing diversity and inclusion within the fashion industry, it provides

scholarships to students of academic promise of Black, African-American, or of African descent,

as well as support in the form of mentorship, information, and support services.

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In Louis Vuitton’s mentorship program, students supported by the “Post Modern” Scholarship

Fund will now have the opportunity to be mentored by Louis Vuitton’s creative and artistic

teams and…

● Gain experience in the high fashion industry

● Learn from some of the world’s greatest visionaries

● Have the opportunity to get their own work showcased at Louis Vuitton

● Keep the legacy of Abloh alive

Mentorship Program – Business Analysis

Logistics:

When will the mentorship program begin?

● Summer 2022, and will run similarly to how summer internships work

● This gives Louis Vuitton enough time to solidify the partnership with “Post Modern” and

begin to connect with the students it supports

● Also allows time to select the mentors from the artistic and creative teams

Who are the mentors?

● Members of Louis Vuitton’s artistic and creative teams

● Overseen by Chantal Gaemperle, Executive VP Human-Resources & Synergies at Louis

Vuitton

Who are the mentees?

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● Students already supported by the Virgil Abloh “Post Modern” Scholarship Fund

● Application process to select around 25 mentees

○ Although Louis Vuitton would love to support all the students supported by

Abloh’s fund, there are over 100, so Louis Vuitton will mentor only a portion at

least for the first year of the program.

What is the cost?

● $150-300 per mentee ($3,750-7,500/year)

● Covers mentor/mentee training, pairing, and additional resources

Significance of the Mentorship Program:

Louis Vuitton should implement this program to continue the momentum that Virgil spearheaded

in creating opportunities for a more diverse fashion industry, keeping his legacy alive.

The Value of Mentorships:

● Help Forge Career Paths – Mentor programs have a positive impact on mentees’ career

tracks, allowing them to attain leadership skills and establish a plan for growth.

● Strengthen Company Culture – Mentor programs exemplify a company’s dedication to

the development of its employees, which come with many benefits such as increased

retention, improvements in productivity, and generally a positive work environment.

● Foster Diversity & Inclusion – Research shows that mentor programs can aid a

company’s diversity and inclusion efforts, such as retaining more underrepresented

employees and preparing them for future leadership positions.

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○ Specifically, one study found that mentorship programs boost the representation

of Black, Hispanic, and Asian-American men and women by 9% to 24%.

● Recruit New Talent – Mentorship programs attract high-quality candidates, with 87% of

millennials rating career growth and development opportunities as important to them in a

job.

● Improve Employee Engagement – Research shows that employees with mentors feel that

their work contributions are valued more, and they are likely paid more. One study found

that 9 in 10 workers with mentors are satisfied in their jobs.

Campaign Promotion

Louis Vuitton will use the following tools to promote the campaign:

● Louis Vuitton’s Social Media Accounts

○ Using owned media, this campaign will be promoted heavily on Louis Vuitton’s

social media accounts leading up to the re-release and events.

○ Louis Vuitton already has a huge following on social media, so this messaging is

sure to reach a large audience.

● Press Releases and Media Advisories

○ These traditional PR tools will circulate more buzz and awareness around the

campaign and generate third-party endorsements.

● Celebrity/Artists’ Social Media Accounts

○ The artists chosen to perform at the fashion show and concert event will also

promote their involvement in the event on their personal social media accounts to

raise further awareness of the event.

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Louis Vuitton will also work with specific reporters to generate media coverage of the campaign.

● The following are prominent fashion journalists who have already been covering Abloh’s

career and recent events that we recommend working with:

○ Robin Givhan - Washington Post

○ Vanessa Friedman - New York Times

○ Laura Brown - InStyle

● Louis Vuitton will offer these reporters exclusive interviews and coverage of the events,

such as

○ Access to the pre-show red carpet event where they will have the opportunity to

interview an array of attendees

○ An invitation to the fashion show & concert event itself to gain exclusive inside

coverage

○ Interviews with Abloh’s close friends and family following the campaign launch

*Refer to the appendices for a draft pitch for reaching out to reporters regarding the fashion

show and concert event*

CAMPAIGN RATIONALE

The Virgil Abloh Past, Present & Future Campaign is essential to continuing Abloh’s legacy at

Louis Vuitton. This campaign will further the ideas and innovation that Abloh brought to Louis

Vuitton and the fashion industry at large. Abloh was a fashion industry titan and has years of

designs in high demand. He became the influential figure he is today by doing much more than

just designing clothes, but rather he transformed the industry, making streetwear high fashion
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and fostering a space of diversity. His impact and inspiration deserve a large commemoration to

ensure his legacy and mission of diversity in fashion lives on.

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Appendices:

Email Pitch

Subject: Virgil Abloh Memorial Fashion Show & Concert Event

Dear Vanessa,

I work with Louis Vuitton, and at the moment they are preparing to launch The Virgil Abloh

Past, Present & Future Campaign with a fashion show and concert event in memory and

celebration of Abloh’s life and legacy. This event will showcase Abloh’s most iconic designs

and include musical performances from some of the artists Abloh worked with.

Following the presentation of Abloh’s final menswear collection for Louis Vuitton, the label has

been working to fully commemorate the designer’s innovation and influence within the fashion

industry. This fashion show and concert event will bring together his impact on both music and

fashion, as well as his mission to foster equity and inclusion within the fashion industry with the

inclusion of designs of up-and-coming black designers inspired by Abloh.

I’ve read many of your articles on Virgil Abloh’s career and influence, and would like to offer

you the chance to gain exclusive coverage of this event. The event will take place later this

month at the Riviera Theatre in Chicago and will begin with a pre-show red carpet, followed by a

fashion show and concert. Here you will have the opportunity to interview celebrities, artists,

designers, and close friends and family of Abloh.

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If this seems like something you may be interested in, I can arrange a time for us to speak more

about the event sometime this week via phone call, Facetime, Zoom, or Skype. Feel free to reach

out if you have any questions.

Thanks,

Sky Temperato

stemperato@LVMH.com

919-803-9151
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