The coffin in the picture which looks a little unusual from the normal one is the collaborated collection between luxury fashion brand Louis Vuitton and streetwear brand Supreme. It shows exactly “the spectacular death” which was put forward by Michael Jacobsen a death mentality for our century.

The coffin has triggered a lot of attention and discussion on the media platform. People don’t have to be present and can take part in the discussion publicly and freely. Death is not something that cannot be mentioned but still people keep a safe distance from it by this mediated way.

As the brand, Louis Vuitton and Supreme are still companies whose aim is to make money. So there are some comments that the online reveal was actually the means of promoting the market. Behind the original idea of the design of this coffin, what they actually want to do is promote the sales.

As the collection of fashion brand and streetwear brand, the coffin has been seen as the stylist way of exiting. Those who like fashion when they are alive can still be fashionable even when they are dead. It can be seen as “the re-ritualization of death”. People want to make their funerals to be personal and different. The coffin which is untraditional and fashionable shows that people care about the rituals of death more than before.