This season, it seems that the humble deck of cards is the latest fashion object. Is part of their gifts various like Alexander McQueen and Saint Laurent Rive Droite or the inspiration behind a whole collection of ready-to-wear clothes à la Louis Vuitton, playing cards has suddenly become an underdeveloped designer activity. So how did we get here?
For his Cruise 2021 collection, Artistic Director Louis Vuitton Nicolas Ghesquiere claims that tarot is his favorite card game, explained to Mode that it is “because it can be used in many ways” and that “the card is full of symbols.” Hearts, sticks, diamonds, and spades are recurring themes, seen on everything from handbags to blown card motifs on clothes.
Photography: Craig McDean / Courtesy of Louis Vuitton
The accompanying campaign featuring Léa Seydoux goes a step further by depicting life-size decks of cards in the background while displaying brand monograms interspersed with four card deck types. (LV aptly named this collection “Game On.”)
“The collection expresses a certain living art that keeps the legacy of Louis Vuitton luggage making alive,” the brand said in a statement. “It is the symbolism of a deck of cards, the constant companions of the traveler, and the endless entertainment that fosters togetherness.”
Aha! “Togetherness.” A concept that many will agree on has taken on a new meaning this year, when not everyone can be together physically. As someone who has played more card games in recent months than previous years combined, I can attest to this sentiment. (Limited choice of entertainment can do this for you.)
Photography: Hanna Tveite / Courtesy of Alexander McQueen
No “togetherness” sentiment stands out more than during the holidays, which are basically about spending time with family. Which may explain why Alexander McQueen introduced AMQ playing cards as part of his new gift collection for the first time. Ditto for Saint Laurent, which sells a deck of cards for $ 485 + game boxes from newer Right edge line.
Meanwhile, a quick search on shopping sites like Farfetch and SSENSE shows playing card references on everything from Ferragamo ties to Paul Smith cufflinks. The McQueen T-shirt, Saint Laurent buttons, and Fendi jacket all include a card element too.
To be sure, this is not a completely new concept. Playing cards has been a source of inspiration for many designers in the past, from Dolce & Gabbana’s Spring 2018 The “Queen of Hearts” collection for Vivienne Westwood pack of cards related to its ongoing series of climate revolutions. But their timing of awakening as the world rethinks ideas of entertainment, togetherness, and travel make it an attractive fashion reference as we head into the new year.
Photo courtesy of brand
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