BTS In An LV Show

On Wednesday evening, the boys appeared in a special Seoul edition of Virgil Abloh’s autumn/winter 2021 collection for Louis Vuitton. This was really one for the Army

By Colin Cheng

Why do you need to show autumn/winter twice? Because you can. And you must finish telling the story. Louis Vuitton was not quite done with their autumn/winter 2021 narrative, so they took it to Seoul to complete it, together with additional 34 new looks. And if you were going to Seoul, you might as well get what CNN called “the biggest boyband in the world to model”, all seven of them. Yes, BTS was the star of the (officially) “spin-off show” and the main draw. The septet was installed as LV’s brand ambassadors just last April, but unlike others similarly appointed, the boys were asked to perform (LV calls it “integrated”) in the fashion show (Blackpink’s Rose didn’t have to strut for Saint Laurent, not yet anyway), and, strangely, a rather static one. And, boring too.

It was quite a rush for me yesterday evening. I was watching the Balenciaga couture show on my smartphone, ensconced in a sofa seat at Starbucks. The show was running late, about 20 minutes or so; it started only after Bella Hadid arrived, tardiness for the world to see. The live streaming of both shows was only 30 minutes apart (5.30pm, our time, for Balenciaga and 6pm for LV), but because Balenciaga was late (and I did want to see the presentation till the last outfit appeared—a beautifully ghostly apparition of a wedding dress), I could not switch to LV. And I do not, as many others seem to be, especially the Pokémon Go-playing ones, carry more than one phone. As my best friend and I WhatsApped, “isn’t this like those days when we had to rush from one show to another, and hopping that the one we were on the way to see had not already started?” When I was finally able to go to LV’s webpage some 15 minutes or so later, the show had already begun, but not by much.

Clockwise from top left: Jimin, RM, Suga, Jin, Jungkook, V, and J-Hope

Directed by South Korean auteur Jeon Go-woon (Microhabitat, 2017), the Yeezy-ish, pseudo performance-art film was set in Bucheon Art Bunker B39, just outside of Seoul. The building was once a complex of incinerators. This time, a different fire was burning, and it was smoldering through seven hot-blooded Korean males. Only the BTS boys were walking through the space (which included one central scaffolding/structure). The rest of the models just stood (or sat) still. Like so many of Virgil Abloh’s recent artsy presentation, this is painfully pretentious. With a small hot-air balloon—emblazoned with the word “Hope”—hovering ominously, I was not sure anything was going hopefully forward. Where were the overly made-up boys going to? Or where they seeking Permission to Dance? Why was V (Kim Tae-hyung) wondering aimlessly with a LV-logo-ed coffee cup?

This collection/presentation is a Black-American embracing Asian sex appeal by way of a French brand. Internationalism and inclusivity have never made such visually striking bedfellows. I am not going to say anything about BTS’s usefulness in all this because, as so many have found out, one never says anything about the boys, even if one is right, as the stans or the BTS Army will wage war against anyone who dares put their biases in any perceived-to-be-negative light. The clothes have a Black aesthetic about them, and for fervent Asian rappers could be amusing, even ideal, to wear. According to LV, “the collection re-appropriates the normal through extreme elevation” and “employs fashion as a tool to change predetermined perceptions of dress codes”. I am not sure any of the BTS boys are such alert thinkers.

Photos: Louis Vuitton

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