Just weeks after Chanel landed in Cuba, Louis Vuitton hosted 500 guests at a futuristic museum in the city of Niteroi, a municipality of Rio de Janeiro.
The show takes place during a rather tumultuous time for the country, which is currently battling a political scandal and a virus, amid preparations for the summer Olympics. Much like Cuba, Brazil also faces some major income inequalities across its population, despite the fact that Brazilian women account for a significant portion of Louis Vuitton’s customers.
For the resort season, the brand went in a decidedly sporty direction, continuing the athleisure trend we’ve been seeing both on the runways and at major retailers over the past year. From the dresses, to the accessories, soccer, Brazil’s national sport played prominently in the collection. Louis Vuitton also drew inspiration from the women of Brazil.
“Brazil is about color, it’s about positiveness, it’s about the future, it’s about the body, it’s about a strong woman,” said Michael Burke, chairman and CEO of Louis Vuitton.
The show’s star-studded front row included Jaden Smith, who appears in Louis Vuitton’s Spring 2016 ads, and Zendaya.
Zendaya attends the Louis Vuitton 2017 Cruise Collection in Niteroi, Brazil. #LVCruise
— ZendayBase (@ZendayaBase) May 29, 2016