After taking over Paris’ Pont Neuf bridge in June, Pharrell Williams’s debut Lovers collection for Louis Vuitton menswear has – alas! – landed at Selfridges, London. The SS24 offering – presented to industry glitterati on June 20 2023 in a spectacular showcase fit with a gospel choir and a healthy dollop of catwalk cameos – gave the French house’s signature Damier print a pixelated makeover. Now, drumming up a whirlpool of hype and fanfare, fashion lovers who weren’t lucky enough to attend can now experience the collection at The Selfridges’ Corner Shop from January 4 to February 7.
The pop-up space – which is dedicated to immersing visitors in their favourite fashion fantasies, with recent takeovers by Stella McCartney and Prada – has adopted a sunset-drenched colour scheme, complementing the retailers’s signature sunny Pantone 109 colour. The space also commits to recreating the impressive Pont Neuf setting of the original showcase, installing a golden bridge which visitors can walk under for a truly all-encompassing experience.
Upon entry, visitors are greeted with digital screens detailing the collection’s development and have their experience soundtracked by the showcase’s original music ‘Joy (Unspeakable)’ by Voices of Fire and featuring Pharrell, speaking to the house’s new direction that champions cross-disciplinary creativity. With mannequins stationed in and around chunky 3D cubes, the display pays homage to the luxury brand’s heritage whilst nodding to its fresh drive under the American multihyphenate.
The installation is complete with an external sixteen-window display, emblazoned with the question, “What will you do when the sun shines on you?”, encouraging onlookers to be optimistic and to contemplate exciting new beginnings as we step into 2024.
Photography courtesy of Louis Vuitton.
