Pharrell unveils his second collection with Louis Vuitton

by Chloe Connelly December 5, 2023 0 Comment

Pharrell Williams came to prominence as a member of the successful band N.E.R.D in 1999. He then ventured into solo artistry where he produced and wrote many hit songs. He seamlessly transitioned into the fashion community, creating his own fashion brand ‘Billionaire Boys Club’ and streetwear brand ‘Ice Cream’. These various fashion endeavours bolstered his credibility as a fashion innovator. In early 2023, he was appointed as Louis Vuitton Men’s creative director. That same summer, he debuted his first collection for LV. The Men’s Spring-Summer 2024 collection was momentous, gaining major traction online. Pharrell put forth pixelated camouflage motifs and colourful checkerboard prints. While global superstars, like Rihanna and Beyoncé watched in admiration from the front row.

The Men’s Pre-Fall 2024 collection was broadcast last Thursday on the Avenue of the stars, located in the heart of Hong Kong. In attendance were various high profile Asian celebrities and superstars, such as Sho Hirano, Felix from Stray Kids, Jasper Liu, and Song Joong-Ki. Pharrell understands the importance of having influential figures present, as it heavily dictates how much online attention the show will receive. Pharrell’s Spring-Summer 2024 collection amassed more than 700 million views across social media platforms.

As the overarching theme, Pharrell focused on life at sea and the spirit of travel, by incorporating nautical elements throughout the collection. Chic sailor hats, sailor uniforms and aquatic garments adorned the runway. Pharrell confessed how this collection “was inspired by the idea of a businessman in Hong Kong who has decided to spend a week or so in Hawaii on holiday. But in the middle of his trip, he has to go back to Hong Kong for one day for a meeting he couldn’t move”. His idea is effectively conveyed, as seen with the neoprene shorts and the patterned suits displayed throughout. All 65 looks exhibit a pattern of actively seeking to break conventional fashion themes, with this reimagined aquatic imagery. Pharrell accomplishes this, while remaining true to LV’s core identity and motifs, as seen with the artistic bold prints (look 22/75) and the timeless LV monogram canvas (look 1/75).

The jewellery was captivating, with its rich accents of turquoise and sandy hues coalesced into statement necklaces and bracelets. Bucket hats and sailor caps are stylised with nautical designs. LV’s iconic statement pieces made a comeback, evident in looks 11&12 with the extravagant white hats. The vibrant colours displayed across the accessories, all were all reminiscent of beach culture.

Pharrell describes how the Hawaiian theme, seen in both the clothing and accessories, acts as an homage to Hawaii’s surf culture. It would have been interesting to mention the recent wildfires that occurred in Hawaii, given that its civilian population was deeply affected, displacing thousands of civilians and killing 97 people. A statement piece symbolising this tragedy would have added more substance and power to his collection.

Frankly speaking, I believe the sportswear section of this collection could have been scrapped. The wetsuits lacked the sophisticated feel LV is renowned for. Yes, it fits into the Hawaiian surf theme, but it certainly has potential for improvement. Given the recent widespread adoption of athleisure in society, it would be profitable to allocate additional resources and time towards its development. For LV venturing into luxury sportswear could prove to not only be financially fruitful but also rejuvenate the brand’s image. Nevertheless, the sportswear pieces displayed creativity, something which many luxury brands are falling short in their efforts. All in all, I felt this collection was innovative and unique, demonstrating the budding relationship Pharrell is nurturing with LV menswear.