Pharrell Williams – the music maestro turned fashion favourite who was announced as Virgil Abloh’s successor at Louis Vuitton menswear in February of this year – has just dropped the first campaign of his creative directorship for the iconic French house. With his hotly anticipated inaugural collection debuting on June 20 at Paris Fashion Week, the American musician and designer has given fans a taste of what they can expect from his premiership – and he’s used Rihanna to do it.
Plastering the pop juggernaut – in all her pregnant-bellied glory – across an impressive billboard on the river side of Paris’ famous Musée d’Orsay, the campaign proposes that Pharrell’s menswear will likely focus more on attitude, energy and contemporary style than it will gender. For those not lucky enough to see the campaign in person, Pharrell did the honours of posting on Instagram a photo of him posing in front of his creation, simply captioned ‘Louis Vuitton Men Spring-Summer 2024’. Despite only going live a few hours ago, the image is now on 147,000 likes and counting.
The campaign shows the Barbadian star embodying the ultimate woman on the move – styled in a pixelated leather shirt in a checkered black and grey colourway, holding a variety of chunky coloured bags emblazoned with LV’s signature motifs and clutching a coffee. Although a welcome appearance, Rihanna is perhaps an unsurprising choice to star in the debut campaign, with the duo having a long-term friendship – Pharrell has even been rumoured to be assisting with the development of her elusive and long-awaited ninth album.
Celebrity is not something this luxury label shies away from, unveiling K-pop idol and BTS member J-Hope as the face of the brand’s iconic Keepall bag yesterday, indicating that Pharrell is planning on staying true to the house’s key marketing tactics whilst imparting his own personal vision.
The house’s menswear offering was rendered rudderless after Abloh’s death in 2021 and Pharrell stepping into the role has been met with anticipation, with onlookers curious to see if he can match up to Abloh’s immeasurable legacy. Speaking on the appointment back in February, Louis Vuitton’s chairman and CEO Pietro Beccari’s gushed, “I am glad to welcome Pharrell back home, after our collaborations in 2004 and 2008 for Louis Vuitton, as our new Men’s creative director. His creative vision beyond fashion will undoubtedly lead Louis Vuitton towards a new and very exciting chapter.”
An exciting chapter indeed, industry players and all those on the outskirts are on the edge of their seats to see Pharrell truly has to offer.
