The rebirth of Billionaire Boys Club and Ice Cream

Powered by Pharrell Williams.

On January 21st, the eagerly awaited Louis Vuitton fashion show was held at the Cour Carrée du Louvre, presenting the FW25 collection designed in collaboration with NIGO. A manifesto of the fusion between luxury and streetwear that Pharrell has been cultivating for more than two decades.

Under his artistic direction, this season’s proposal was presented as an ode to his roots and his far-reaching influence on popular culture. With the inclusion of pieces from the archives of Billionaire Boys Club, the brand he co-founded with NIGO in 2003, the creative made it clear that urban fashion can – and should – coexist with the more classic elegance of Paris.

Since its inception, BBC has been more than a clothing brand. It has been a cultural movement, a statement of intent that managed to break with the norms of traditional fashion, becoming a symbol of the fusion between elevated aesthetics and the irreverence of streetwear. Pharrell has been able to capitalise on this spirit and elevate it to new heights, turning the brand into a benchmark for the new generations.

But his influence is not just limited to the catwalk. On the same day that LV held its last show, the Virgina Beach show hosted an exclusive dinner for its Joopiter auction house. And while not directly linked to the show, the auction of collectibles and art resonated with the same philosophy of blurring the boundaries between creative disciplines. The platform understands fashion not just as clothing, but as an art form, where a collector’s piece can be as valuable as any classic work.

With the future of BBC and Ice Cream constantly evolving, anticipation is growing and there are many concepts that could define new collections such as Spring 2025, which will be launched on 4 February. Williams has made it clear that the evolution of his brands will always be connected to the roots of streetwear, but with an eye to the future that does not lose sight of the luxury and exclusivity aesthetic that has marked his career.