Off-White x Louvre: merchandising innovation

For the 500-year anniversary of Leonardo da Vinci’s death in France, the most visited museum in the world, The Louvre Paris, has organized a massive tribute exhibit open until February 24th 2020, which commemorates the great Renaissance master’s outstanding contributions.

To celebrate this important event the museum has partnered with the sought-after luxury streetwear brand, Off-White, to create a special capsule collection.

Certainly, not the usual souvenir t-shirt but a real innovation in museum merchandising, the collection realized by Off-White’s designer and creator Virgil Abloh, celebrates the life and works of the visionary artist through a range of T-shirts and hoodies featuring Off-White’s signature arrow logo intertwined with some of the artist’s most famous paintings, including Virgin of the Rocks and The Virgin and Child with Saint Anne.

Abloh’s an ancient passion for Leonardo, and this is not the first time the designer crashes together fashion and high art. In his Off-White Spring / Summer 2018 collection indeed, he already paid homage to the Italia genius inserting the Gioconda in shirts and cases for the iPhone.

Adel Ziane, director of external relations at the Louvre, declared that the purpose of the collaboration with the multi-faceted designer was to reach new targets and empower the interest in the museum with an innovative concept that seems to be focused more on the power of communication than in the product itself.

Available in black and white colourways with bright orange detailing,  the Off-White x Musée du Louvre commemorative capsule collection will be sold at the Louvre gift shop in Paris, Farfetch.com and at select Off-White stores around the world. Prices range from $355 to $640 USD.

About Ambra Farioli

Researcher and innovator, founder of Brand Licensing Studio, a creative consultancy agency specialized in licensing, branding, art, heritage brands, and content marketing...