All parts of Pharrell were woven within Louis Vuitton Men’s Spring/Summer 2024 show, introducing us to Williams as Creative Director of LV Men’s. Pharrell as fashion innovator and Pharrell as sound genius, collaborate for a one-night only concert bringing Louis Vuitton back to where it used to be. Reigning in the over-licensed LV monogram, and catapulting it forward with design emblems of geometric shapes, patterns, and placements as brand monikers.
Something I expected of Pharrell when exploring my favorite works of his discography (Everyone Nose – N.E.R.D, Grindin’ – Clipse, Anything – JAY Z, Usher, Pharrell Williams), mashed together with his ease of diving into the undefined lines of fashion (love of pink!, neckpieces of pearls, skateboard persona as a fashion statement), noting his stamp without needing to see him; or even hear him at times. Emblazing Louis Vuitton, and himself, back in our minds as an old guard of their industries through site and sound. Shown on the Pont Neuf, on the opening night of Paris Men’s, seats filled with fearless players of fashion – Jaden Smith, Rihanna, A$AP Rocky, Kim Kardashian – noted pioneers of experimenting with sound – Willow Smith, Beyoncé, Tobi Nwigwe, Quavo – to visual artists unafraid of character play – John Boyega, Tahar Rahim, Zendaya – reclaiming its place of the brand of Paris.
Not the brand of France. Because who wants to be so broad? But of Paris. Louis Vuitton, the brand of the fashion capital of the world. The city that in 2022 was still the most visited city in world, with over 44 million flocking for a glimpse of her lights. Being the Sun, without being obnoxiously loud.
Opening with the “Pupil King”, starring two American artists of then and now – Jerrod Carmichael and Henry Taylor – sharing a moment of honesty pertaining to ambition, and the lengths within ourselves we must go to admit, and execute we want “it”. Directed by Todd Tourso whose known for Lemon by N.E.R.D. and Rihanna, and Beyoncé’s “Lemonade”, filmed this prelude on the Seine’s bank. Both actors sporting pieces of the collection, extinguishing outdated concepts of ageism in fashion. Less of using an older model for a campaign, and more of presenting individuals of varying ages wearing LV Men’s as a part of their truest selves. An artistic component breathing authenticity in conversation, where vanity’s flame often dies. But also a reminder to me, one who’s been traveling the last years researching AstroCartography as a component to unearthing myself, of the many Black American artists that relocate to France’s capital to uncover their self-truths. Oftentimes this transportation out of the habitual norm assists in producing their greatest works, and manifesting their happiest lives.
As one who enjoys the power of sacred geometry whether intentional or just my eye making an unconscious personal connection, and creating from one’s core center as inspiration, in lieu of creating for the masses, I excite for the transformation of Louis Vuitton men’s over the coming seasons.