LOUIS VUITTON Unveils SS24 Men’s Collection by Pharrell Williams
Louis Vuitton presents its highly anticipated Spring-Summer 2024 Men’s Collection, designed by Pharrell Williams, the Maison’s Men’s Creative Director. Under the theme “The Sun: What will you do when the sun shines on you?”, the collection centers around the sun as a symbol of opportunity, responsibility, and unity. Pharrell Williams draws inspiration from the sun’s radiance, which energizes and heals, transcending cultural and creed boundaries. This collection encourages individuals to embrace the light within themselves and share love with others.
The impact of the sun is felt throughout the collection, manifested in graphic rays, a warm color palette, and glistening surface decorations adorning garments and accessories. The show takes place on the historic Pont Neuf, offering a metaphorical connection between Paris and Pharrell Williams’ home state of Virginia. This location symbolizes the designer’s journey from his early education at Princess Anne High School to his collaboration with Louis Vuitton, guided by Marc Jacobs and Pietro Beccari.
The collection introduces a new culture of LVERS, represented by the Louis Vuitton initials. It embodies warmth, well-being, and inclusiveness, uniting a diverse global community through a shared appreciation for the Maison’s core values. From macro to micro details, each element, from techniques and materials to buttons and zippers, showcases meticulous craftsmanship and love. The LVERS emblem pays homage to Pharrell Williams’ home state slogan, “Virginia is for lovers.”
The collection also explores the fusion of Louis Vuitton’s iconic Damier pattern with camouflage in a concept known as Damoflage. The pattern appears across various pieces, including accessories, workwear, denim, knitwear, and furs. Additionally, primary colors invigorate the classic Damier chessboard graphic, creating vibrant adaptations in tailoring, pyjamas, and denim.
The dandy aesthetic plays a significant role in the collection, with loosely autobiographical tailored silhouettes enhanced with pearls and crystals. The art of dressing takes center stage, with sharp-cut suits, collarless expressions, and shrunken volumes, creating a contemporary approach to suiting. The collection also introduces the revamped Louis Vuitton Speedy bag, designed to reflect the spirit and hustle of Canal Street in Lower Manhattan.
Pharrell Williams’ collaboration with American artist Henry Taylor further elevates the collection. Taylor’s artworks, featuring individuals who have impacted the artist’s life, are showcased as micro embroideries on garments and accessories, celebrating the depth and diversity of the human condition.
The Louis Vuitton Spring-Summer 2024 Men’s Show opens with the filmic prelude “Pupil King,” directed by Todd Tourso. The film captures a conversation between American comedian Jerrod Carmichael and artist Henry Taylor, exploring themes of love, opportunity, empowerment, and perseverance. The collection’s soundtrack features original compositions by Pharrell Williams, along with additional collaborations. The show culminated with a captivating musical performance by Pharrell Williams and Jay-Z, adding an electrifying finale to the event.
Louis Vuitton’s Spring-Summer 2024 Men’s Collection by Pharrell Williams is a testament to the Maison’s commitment to innovation, craftsmanship, and artistic collaboration. It embodies the spirit of the sun, radiating opportunities and empowering individuals to embrace their unique light.
Written and published by Asia Lanzi