Emma Chamberlain & Louis Vuitton

In this article we will talk about an example of how brands adapt to the current situation and use new ways to communicate their actions, such as the catwalks in the Fashion Week.

Specifically, we focus on the example of the Louis Vuitton, redefining what it means to have a virtual show in the midst of a global pandemic, this brand has mightily raised the bar for live events.

This year for fashion has definitely been one of the strangest seasons ever. There were fewer shows than usual, online fashion shows were the norm in the fashion scene, and there were only very few guests who were especially present in the front row.

In spite of this, Louis Vuitton had the great idea of giving his guests a new virtual reality experience to get closer to the tradition of the Paris Fashion Week. Most of the top floor of the La Samaritaine building was covered with green screens, which surprisingly went along with his Art Deco motifs. For the Louis Vuitton brand, it meant a way of fusing the past and present with the inevitable future.

At the same time, the brand wanted to take communicative actions related to one of its ambassadors, Emma Chamberlain, who attended the event online and shared it through a video on its Youtube channel with the intention that her fans could enjoy and learn about the Louis Vuitton parade. Also in the video, the renowned influencer showed and tried on the different looks of the new season that the brand had sent her. Specifying more, Louis Vuitton sent Chamberlain ton of options, mostly from the brand's Pre-Fall 2020 collection.

For those who do not know her, Emma Chamberlain is 19 years old and is one of the funniest YouTube stars of the moment and one of the biggest too, with over 9 million subscribers on the platform, as well as over 11 million Instagram followers.

She is an ambassador for Louis Vuitton and for the past few years, Chamberlain's been invited to Paris Fashion Week through the luxury label. But this year, the current situation has changed a lot and thanks to a communication strategy such as influencers as a means of communication, the brand has been able to go viral and reach more people with its innovative Parisian catwalk.