Louis Vuitton Shoots New SS20 Menswear Campaign in Tangier

And street casts local Moroccan models

Morocco is having a major moment in fashion at the moment. After Dior travelled to Marrakesh for it’s Resort 2020 show, and YSL shot their new beauty campaign in the red city – all eyes are on the North African country. 

On Friday, Louis Vuitton revealed the imagery for Virgil Abloh’s new SS20 campaign, entitled “Footprints”, which serves as a modern-day love letter to Moroccan beauty. 

Photographed by Dutch artist Viviane Sassen, the campaign images—which were shot in Tangier and Chefchaouen—are awash with vibrant colours and flowers (synonymous with Morocco) and feature locally street cast Moroccan models.


The reoccurring theme of “boyhood” continues to resound throughout the brand’s campaign imagery, with the models flying pastel coloured kites on the beach while wearing pastel-drenched tailoring.

Having played at Marrakesh’s Oasis festival, Abloh is no stranger to the Morocco’s rich culture. Did this influence the campaign? We can only wonder.

Share this article

Related stories