Fashion - Campaigns

Men’s Spring-Summer 2020 Campaign: Chapter 1

Men’s Spring-Summer 2020 Campaign: Chapter 1

For the new Men’s Campaign, Virgil Abloh continues his study of boyhood—its freedom, its inquisitiveness and its imagination.

Taking Africa as its starting point, the campaign explores the region from the inside: featuring local talent in local contexts, captured by artists with ties to that region. The first chapter of the African leg of this global journey was shot by Viviane Sassen as an evocative ode to Morocco. From the bohemian spirit of Tangier to the nonconformist magic of the “Blue City” of Chefchaouen, it’s a story of blending cultures told through a mix of street-cast models—from Morocco, Senegal, Cote d’Ivoire, Nigeria, Cameroon, Gabon, Congo, and Angola—and notable up-and-comers like painter Delfin Finley, skateboarder Tyshawn Jones, and actor Gustav Lindh.

Viviane Sassen is a Dutch-born artist and fashion photographer who spent her early years in a village in the remote west of rural Kenya. She credits her time there as having a profound influence on her work, learning much from its “bright sunlight and dark shadows” and often returning to its people and places.

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