Louis Vuitton unveils flagship store for Off-White

Written by By Erick Diaz , CNN

Models representing the designers Vida Sanchez and Jason Lacroix pose during a photo call for their collection at the Off-White show space in New York City. Credit: Getty Images for Off-White

Back in 2016, Virgil Abloh launched his own label, Off-White. The goal was to fuse street fashion with high fashion, or as he puts it, “trying to create a piece that looks like it comes out of a model’s bra.”

Today, Abloh is the creative director of Louis Vuitton , and his imprint is visible in practically every major fashion brand in the world. Now, Off-White is becoming a part of the Louis Vuitton family.

With two stores in Paris and New York, Off-White is opening its new flagship boutique in London’s wealthy Notting Hill neighborhood. Located at 3 Burlington Gardens in Mayfair, the store has been an open-air studio for the luxury brand for the past two months.

Its director of retail, Nick Markwalder, told CNN it takes off to 15 minutes to reach the shop from the Victoria & Albert Museum, the other flagship store located in Mayfair.

A returning favorite

(Photo: Courtesy of Louis Vuitton)

This is the fourth Off-White store in the UK. The brand first opened in London in April 2015, following a similar lease of fashion retail spaces. A streetwear favorite in the U.S., the brand was also recently linked with Gucci.

Abloh’s ready-to-wear line is less than a year old — “and we’re already having to extend the collections” he says.

“I think it’s such a powerful moment in a creative’s life. It’s really hard for you to make that impact during an office job — I think it’s something that has to happen outside the home.”

Previous collaborations with brands like Mr Porter and shopBop has shown Off-White’s ability to develop a consumer following. “We know now that as much as they want to be Atelier Versace and as much as they want to be at Vuitton, they also want a very specific aesthetic,” says Markwalder.

Now more than ever, Off-White is the place to be for fashion fans hungry for new offerings.

“We’re seeing so many young models. “You’re seeing so many young muses appearing,” Abloh said at the unveiling of the store’s fourth floor. “All of those people are really interested in the environment and what we’re doing, and I’m really happy about that.”

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