Last night, the iconic Pont-Neuf in Paris witnessed one of the most anticipated events in the industry: the debut of Pharrell Williams as artistic director of Louis Vuitton following his appointment last February.
KidSuper’s Colm Dillane had set expectations pretty high, yes, but Pharrell has managed to take the reins of the Maison just as we expected (or even better). All eyes were on yesterday’s show, which kicked off Paris Fashion Week, and in the late afternoon, the long-awaited Louis Vuitton show took place. At 20:45 we were summoned to the Promenade Edouard Glissant to catch a bateau-mouche (the well-known boats that navigate the waters of the Seine River) and head to the dream location: the Pont-Neuf, the oldest bridge in the capital which is located right in front of the LV headquarters in Paris. The bridge, entirely covered in gold Damier, was a nod to the sun, the focal point of the collection, as well as a metaphor for the link between Pharrell‘s native Virginia and Paris.
After a ten-minute ride, we disembarked at our destination, anxious for what we were about to experience (without having the faintest idea of what would happen), and began to walk across the bridge in search of our seat. There we met some very familiar faces: Beyoncé, Jay-Z (who performed), Rihanna, A$AP Rocky, Lewis Hamilton, Tyler The Creator, Kim Kardashian, Zendaya, J Balvin, Arón Piper, Skepta, Quavo, Tokischa, Jude Bellingham, Amina Muaddi…. No one wanted to miss out on this special occasion (we even saw young people climbing on the rooftops of buildings to get a glimpse of what was going on). Enjoying the sunset while toasting with champagne, we waited for the show to begin.
Louis Vuitton‘s Spring-Summer 2024 Men’s Collection revolved around the sun as a symbol of ‘opportunity, responsibility and improvement’ as the brand explains. In his first proposal for the LV, Pharrell Williams was inspired by this star that is the centre of our solar system for its energetic, healing and unifying qualities that directly affect human beings. The impact of the sun is present throughout the collection, both in the graphics and in the palette of tones and surface details that adorn each of the garments and accessories.
The Louis Vuitton initials become the emblem of a new LVERS culture: a mood based on feeling cozy. The collection represents the Maison’s new values: discernment, savoir-faire and care for its iconographic elements. The sentiment feeds the attention to detail, from the macro level of the techniques and materials of the garments and accessories to the micro level of the buttons, rivets and zips; each component is treated with the same love. The LVERS representation also nods to Pharrell Williams‘ home state motto: “Virginia is for lovers”.
Primary colours invigorate Louis Vuitton‘s classic Damier graphic, which is reimagined in a series of new adaptations. An 8-bit Atari Damier motif created by American pixel artist ET Artist digitises the pattern as it appears reinterpreted in the form of three-dimensional pigment-printed stitches on outerwear and tailoring. Camouflage also plays an important part in the collection, coming in three shades in accessories, workwear, denim, pyjama silhouettes and tailoring. The dandy attitude is represented through a new approach to the suit concept.
In accessories, the Louis Vuitton Speedy bag is updated and becomes a lifestyle icon perfect for strolling down Canal Street in New York’s Lower Manhattan. Louis Vuitton‘s classic boot materialises in Monogram Copper, a healing element essential to all living organisms, known to transform in sunlight. Super Zoom sunglasses also take on a different character, and costume jewellery focuses on pearls, flower pendants and crystals and chains. The collection also debuts nubuck bowling shoes, a calfskin Mary-Jane and a leather trainer in Damier‘s pop colours.
Thus, Pharrell Williams got the absolute approval of an audience that vibrated to the rhythm of JOY, the leitmotiv of the fashion show, which was played to the rhythm of the lights projected in the sky. Once the show was over and the designer received a standing ovation, the feast began, starring none other than Williams himself and Jay-Z, who delighted the guests with some of the most outstanding hits of their musical careers. Who would have thought that we would all jump at the same time while listening to the hit ‘Niggas in Paris’ live? Without a doubt, we witnessed a historic night that will remain in our memories forever.
Rihanna stars in Pharrell’s first campaign for Louis Vuitton.
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