Louis Vuitton has announced that it will be moving from the traditional fashion calendar. Rather than showcasing during the Paris Fashion Week, the label is set to host seasonless shows at different locations across the world.

The brand’s SS21 collection titled ‘Message in a Bottle,’ was unveiled at the Paris Digital Fashion Week on July 10. Virgil Abloh will be seen “Message in a Bottle” collection in Shanghai on August 6 with sustainability initiatives. The collection will feature looks made from recycled materials, outfits previously seen on the Fall/Winter 2020 and more.

“This next show is probably the biggest leap that I’ve made in terms of proposing a new system, how it lives and operates. It’s probably the most fully packaged from the clothes itself and the craftsmanship, to the things you’ll see with the films and how it activates,” Abloh shared in an interview with WWD. He further added: “Instead of the doom and gloom, sort of panic approach, I looked at it like, ‘Oh, this is the new frontier that we’ve been asking for in fashion. We’re in a new era. I feel like this is the pandemic of 2020 with the hard stop between fashion as it was before, and I’m interested in this sort of investigation.’”