Men’s Louis Vuitton

“Generation V”

“My goal is to open up doors for others... The young generation, realize you are what you make yourselves to be.” — Virgil Abloh

Breaking down barriers and resisting boxes, Virgil was never not Virgil: zig-zagging through the creative spheres of fashion, music, art, architecture, industrial design, and graphic design with clarity of vision and audacity.

And yet, he stood for more than himself—a “me for we,” insistent on saying yes, the power of referencing, never being precious, finding mentors, opening doors, thinking abstract and big, and intertwining what you make with how you see the world. Leaving those he touched, forever changed. United—and ignited—by his spirit of inclusivity.

In Fall 2022, Men’s Louis Vuitton paid tribute to Virgil Abloh’s monumental legacy through “Generation V”: the friends, talents, and familiar faces he brought together—among them former collaborators NIGO, Yussef Dayes, Kai-Isaiah Jamal, and Solange.

In close collaboration with Lina Kutsovskaya, I helped define the campaign concept, coming up with its title and articulating the idea within creative presentations.