Take a voyeuristic peek at Off-White’s campaign DMs

Written by Adam Bryce

Photography Supplied

While the fashion world scrambles to find new ways to present collections, Virgil Abloh casually launches a new Instagram account revealing all.

Over the years, we’ve seen many names sit at the top of the fashion world but never before has a single designer been attributed to heralding so much change in the industry. Virgil Abloh finds himself in a powerful yet difficult position. The Louis Vuitton menswear designer and Off-White founder is the symbol of change in an industry that is forever changing but in many ways more stagnant than most. 

Abloh, who trained as an architect, first came to prominence in the mid-noughties with his blog The Brilliance. With a keen interest in streetwear and eventual high-ranking position in the industry, Abloh’s African-American heritage set the tone of overdue change.

The designer’s biggest point of difference is his understanding of contemporary culture and ability to incorporate the relevance into not only his collections but in the creation of his own personal brand. Case in point — Abloh has chosen to show his newest Off-White collection through the voyeuristic digital tool that is Instagram.

This week, we see the launch of @OFF_WHITE_SEASONS, an Instagram account which (at least in the interim) will replace their fashion show format. It’s an incredible behind-the-scenes insight of the design process including WhatsApp messages and low-res Andrea Artemisio-lensed shots. We get a sneak peek of how the influential photographer works with his models to create his signature sculptural images plus a rare look at the styling of Ib Kamara.


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