Pharrell Williams defines the archetype of today’s cowboy for Louis Vuitton FW24

After the Pre-Fall 2024 collection presented in Hong Kong, we move to Paris, exactly to the Fondation Louis-Vuitton, to witness Pharrell Williams’ third installment for Louis Vuitton. Continuing the LVERS theme, the men’s Autumn-Winter 2024 collection focuses on the dress codes of the American West. The journey – present in the Maison’s DNA and a driving force for the expansion of the imagination – is at the heart of this collection, which explores the origins of workwear by focusing on Louis Vuitton’s savoir-faire.

But let’s not get ahead of ourselves, before the show, Pharrell gave a few hints about the collection on his Instagram Skateboard profile. From LVERS signature cowboy hats to LV monogrammed Timberland boots, the multidisciplinary artist has brought the basics of hip-hop and American fashion to haute couture. Even on the invitation to the show, the creative was kind enough to include a harmonica, a key accessory associated with the popular image of the cowboy. It is clear, then, that Pharrell has sought to enhance the iconography of American Western dress.

To realise his vision, Pharrell has generated synergies with artists from the Dakota and Lakota nations, which are reflected in a selection of accessories, the show’s staging and soundtrack; or the collaboration with Timberland resulting in an interpretation of the work wardrobe that reflects Louis Vuitton’s style and the century-old savoir-faire of its factories in Italy. A key element that has manifested itself through the Maison’s delicate craftsmanship that has included everything from precious gems or hand-painting to embroidery techniques on the garments.

The workwear intrinsic to the aesthetics of the American West is reflected in denim, blanket coats, Buffalo Check and chaps. Louis Vuitton’s style evolved into a cinematic American dandy with cowboy boots, fringes, leather gloves, blouses with a bow at the neck, crocodile print, lots of satin, cowboy hats and much more. The “Damoflage” of the first rodeo is reinterpreted in a pixelated “Cowmooflage” on jackets and the iconic calfskin boots.

Of course, Pharrell was featured on the show’s soundtrack, which included original pieces such as “The Spirit of Saturday Night Live” by Native Voices of Resistance x Pharrell Williams, “Good People” by Mumford & Suns and Pharrell, as well as “Shotgun Wedding” by Pharrell and Jelly Roll, and “Doctor” by Pharrell and Miley Cyrus. Bradley Cooper, Jackson Wang, RIIZE, Zhu Yilong, Mumford & Sons, Carey Mulligan, Takanori Iwata, Tahar Rahim, BamBam, Sho Irano, Dylan Wang, LaKeith Stanfield, Omar Sy, Tyshawn Jones, Andrew Scott, Quavo and Rauw Alejandro, among others, attended the show.

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You can see the full LOUIS VUITTON Men’s FW24 by Pharrell Williams show here.