We no longer need to introduce Virgil Abloh. Originally the founder of Off-White, a street culture inspired brand that top the charts on Lyst and various other fashion related search engines and who skyrocketed since he collaborated with the century old luxury brand Louis Vuitton, Abloh has swiftly become one of the most influent person in the fashion industry. Beyond its personal self-made man inspiring story, Virgil Abloh is a great case to study as he may be giving us a glimpse at how the lines are moving and how the industry is compelled to evolve in the coming years. First, we can learn from Virgil that it is nowadays « more possible » ( easier would be an insult to the dude’s great work ) to create a billion worth luxury brand out of thin air. Off White started as a new player, with a relatively small investment, and unexpectedly became one of the top players. Why unexpectedly ? Because luxury once used to be about traditions, transmission, an inherited craftmanship. Well, it used to. Today, having a centuries-old background is not necessary to position your brand in the luxury arena. Innovativeness in the way you reach your customers and seduce them comes first. We can also say that mega brands are no longer that appealing to newer generations as it is perceived as kind of « mainstream ». The market is already saturated so the challenge is to create a brand that will provide the millenials with the feeling of setting themselves appart by joining your brand’s tribe. The Abloh file also proves the lines between genres are getting more and more blurry, and crafting luxury today is not only about making iconic products that will last over the years but also keeping in touch with the latest trends and society’s concerns. Who could have imagined back then that Louis Vuitton would make such a successful collaboration with Supreme for instance ?