But if there’s one key takeaway from the Louis Vuitton Spring Summer 2024 Show, it’s that it’s not just about fashion– it’s an immersive experience that’s a little bit Louis Vuitton, a little bit celebrity-inspired, and a whole lot Pharrell.

The Phlace

The show took place on Paris’ oldest bridge le Pont Neuf while overlooking the river Seine in a nod to the brand’s Parisian roots. Guests arrived by boat to see the historical location covered in Louis Vuitton’s signature Damier check, drinking champagne and enjoying chicken nuggets prepared by celebrity chef Jean Imbert. What followed was a three-hour celebratory spectacle filled with fashion, music, and culture that confirmed Vuitton’s promise to position itself as a ‘cultural brand’.

The Phriends

A live orchestra and gospel choir accompanied the 71 looks that strutted down the runway, building excitement that exploded as Jay-Z gave a surprise concert near the end. The rapper wasn’t the only A-lister in attendance; amongst the 1,750 guest list were also Naomi Campbell, Jaden and Willow Smith, Kim Kardashian, and Paris mayor Anne Hidalgo. Most notably however, were Pharrell’s closest friends lining the front row. From Beyoncé and Zendaya’s reunion to A$AP Rocky and Rihanna’s matching denim fits, the show seemed more like that party hosted by the cool, popular kids we all desperately wanted to get invited to.

The Phinspiration

But unlike those high school parties, Pharrell wants everyone to feel included with the ‘Lovers’ collection. Following his announcement to take the reigns on Valentine’s Day, the 50-year-old kept the capsule theme going by revolving the whole show around love and community. ‘I make clothes for humans’, he said to Vogue ahead of the show, ‘It’s very inspired by the love and support of the people here that I’ve just been blessed to be able to experience’. He even included his confidants inside the collection, with Rihanna being the face of the campaign and the clothes referencing Tyler The Creator’s signature preppy look.

The Phieces

And now on to the actual clothes. The runway opened with a neutral, boxy suit preliminary for the increasingly quirky and detailed looks that followed. Center stage was the LV Damier checkerboard, reinterpreted everywhere from leather biker jackets to fur coats. Pharrell also focused heavily on bags and introduced the ‘Damouflage pattern’, a digitized camo print that inspires thoughts of Minecraft.

Overall, the collection was an organized haphazard mix of vastly different aesthetics. Slick tailored pieces contrasted baggier clothes, and 70s flared trousers debuted alongside pearl-embedded tracksuits. Truly no style was left behind: there were leather football shirts, watch chain jewelry, camouflage parkas, and even a golf cart filled to the brim with LV trunks. The Vuitton logo was everywhere, with additional “LV Lovers” graphics plastered on both female and male models. There’s no doubt that a collage of so many opposing styles shouldn’t fit together; yet somehow Williams made it work.

The Phuture

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At the end of the show, Pharrell took a standing ovation in a ‘Damouflage’ patterned jacket and trousers, sweetly bringing out the Louis Vuitton design team to honor the community behind his debut (very on theme if you ask us). After such a grandiose presentation, the fashion industry is already wondering what the entertainment mogul is bringing to the table next. If his opening show is any hint, we can expect more statement bags, ‘Damouflage’ everywhere, break-the-internet moments, and a lot of celebrity power. The ‘phuture’ is Pharrell, and we’re all here for it.

_{Words by Alexia De Las Heras}

^{Header Image: @Louis Vuitton Instagram}

The post The Pharrellification Of Louis Vuitton appeared first on Voir Fashion.

Pharrell has been reluctant to share any glimpses into the upcoming collection, which will be unveiled via a private runway show on the opening day of Paris Men’s Fashion Week, June 20th. The show will mark five years since Virgil Abloh, the last person to hold the role, presented his debut Louis Vuitton collection at the Palais Royal. 

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Our first sneak peek— if you can describe a ginormous billboard as such— is a blown-up photograph of Rihanna plastered on the side of the Musée d’Orsay this Thursday, overlooking the Seine. In the image, a very pregnant Rihanna sports her signature unbuttoned shirt, accentuating her bump, and carries a takeaway coffee and four primary-coloured Louis Vuitton monogram bags. Her leather shirt features a pixelated pattern reminiscent of Louis Vuitton’s classic Damier print, and she pairs it with smart black trousers and two diamond necklaces. In a photo shared on Instagram, Pharrell poses in front of the billboard wearing a similar all-black outfit to match his muse. 

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Pharrell and Rihanna go way back, collaborating on the song Lemon in 2017, and are rumoured to be working together again for her next album. Rihanna also has connections to LVMH, the French luxury conglomerate behind Louis Vuitton and Fenty’s beauty, skin, and (formerly) fashion lines. 

We are sure that the opening show will be a star-studded event, with Pharrell utilising his connections from the fashion and music industries. A true jack of all trades, Pharrell has won 13 Grammy awards, been nominated twice for an Academy award, and won the CFDA’s Fashion Icon Award in 2015. His predecessor, Virgil, was also a polymath— a qualified engineer, architect, DJ, and creator of the designer label Off White. 

Louis Vuitton welcomed Pharrell ‘home’, with his journey alongside the company beginning in 2004 when he designed the iconic ‘Millionaire’ sunglasses and another collab in 2008. He was also Chanel’s first male fashion ambassador and designed a collection with them, as well as creating a fragrance line with Comme des Garçons, a handbag line with Moynat, and sunglasses with Tiffany. He created the streetwear brand Billionaire Boys Club and its sister brand Ice Cream Footwear, and co-founded Bionic Yarn in 2010, a fibre made from recycled plastic bottles found in the sea. His most notable fashion collab is a long-term partnership between his HUMANRACE brand and Adidas, reimagining 2023’s It-Shoe—the Samba— in bright block colours.

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We can expect to see a lot of streetwear and pop culture influences in his collection, with Hemant Kalbag of Alvarez & Marsal Consumer Retail Group telling Forbes that “Pharrell will help keep LV relevant to the next generation of LV customers”. He will be able to tap into the multifaceted aspect of Louis Vuitton, blending the past, present, and future and potentially collaborating with some of our favourite streetwear brands. 

_{Written By Lucy Walshe}

^{Header Image: @pharrell Instagram}

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