Louis Vuitton unveils “Game On”, a contemplative and playful 2021 Cruise Collection

Fashion & Leather Goods


With travel possibilities considerably limited, Nicolas Ghesquière presented his 2021 Cruise Collection for Louis Vuitton as an inner journey, a rediscovery of self. An exploration infused with playful freedom and games.


The opportunity proved both unexpected and providential. Confinement and the inability to travel allowed Louis Vuitton Women’s Collections Creative Director Nicolas Ghesquière to rediscover his work, to take time to explore his own territory of style-driven emotions, memorable colors, enthralling cuts and curated wardrobe expertise. “I looked somewhere that has been calling out to me for a long time, somewhere I hadn’t taken the time to go back to. To uncover one inspiration after another. This is an exploration of my creative identity,” he explains.

Simply presented by a series of photos and videos on Instagram, the 2021 Cruise Collection, entitled “Game On”, springs from this exploration and a reconnection with his own elective affinities. The Creative Director frankly asserts that fashion is a game, so Game On, as the iconic Louis Vuitton Monogram canvas plays with the suits in a deck of cards. The Monogram flowers mingle with the four suits in a fantasy of hearts, spades, diamonds or clubs.

The multiple symbolism of a deck of cards evokes both playfulness and illusion, creating a direct link with Louis Vuitton’s heritage. Cards are the traveler’s loyal companion, entertainment that cultivates togetherness. All the Maison’s spheres of expertise play a role, from leather goods – with a discreet heart-shaped bag – to ready-to-wear, including card symbols as graphic motifs on dresses and Louis Vuitton flowers from top to bottom. The colorful explosion of shapes and motifs tease the trunkmaker’s fundamentals to better reinvent them.