Virgil Abloh, the designer behind cult streetwear label Off-White, has been named as the new Men’s Artistic Director of Louis Vuitton, giving a firm indication of where the LVMH conglomerate thinks the future of luxury lies.

Abloh’s own brand focuses on streetwear – sweaters, hoodies, denim and hotly sought-after sneakers – riddled in graphic stripes and distressed details, a style that’s enticed Kanye West to collaborate with Abloh, himself something of a polymath with architectural and DJ projects as sidelines.

The announcement today comes after a few months of tremors in the uppermost branches of the men’s fashion industry. Vuitton’s former head of menswear Kim Jones gave his swansong from his final show in January, last week revealing that he was replacing Kris Van Assche as the creative director of Dior Homme.

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