Off-White Invites Audiences To Watch the Making of Collections With @off__white__seasons
By Claudia Langella
Let us let you in on the newest Off-White project before it blows up: @off__white__seasons. Off-White Creative Director Virgil Abloh invites his audience to get a sneak peak at the making of his coveted collections on this new Instagram account. Each season, the account will document the design process of an upcoming collection—right now it features the Women and Men’s 2021 Resort collections.
Fashion houses across the globe have resorted to digital projects instead of showcasing their collections at in-person fashion week events. And what better place to do it than over social media. Abloh hopes that this channel reaches audiences that are most excited about his brand and creative process.
“If I were a 17-year-old kid and I wanted to learn how to get into fashion, all I would want is a documentary or an Instagram account where I could see how the idea comes to life because then I could take that and interpret it how I would want to,” he told Vogue. “So this account to me is going to be the home of future seasons; it will be the place where we can story-tell and show our process, thereby letting people into the DNA of Off-White, not just the surface of Off-White.”
Posts on the account include lookbook styling by Ibrahim Kamara, photography by Andrea Artemisio and a plethora of voice memos, samples, text messages and early mock-ups of collection pieces, all from Abloh’s design process.
Fashion week has become unrelatable, with extravagant parties and packed runways, so Off-White wants to change the game—as they’re apt to do.
“You know, me and my demographic, we’re sort of self-taught. We’ve bent fashion to be what we want it to be. I feel like this type of presentation to me is more fulfilling than doing a runway show that only 800 people can see,” Abloh said of this new platform for the brand. It’s an approach to build a wider Off-White audience, and he is excited to get feedback from followers and hopes that there will be a meaningful dialogue in the comment section of each post. “I stay focusing on the 17-year-old that wants to take my job one day. They need an inside window. They might be more quiet online, but they are, in my mind, a productive member of the future design community.”
We’re excited to learn about the creative production process that a brand goes through to create a beautiful collection. Off-White is a brand for the Modern Age, and it’s only fitting that Abloh has taken to Instagram to inspire others with his talent.