Last June Pharrell Williams debuted his first collection for Louis Vuitton as their new Menswear Creative Director, following Virgil Abloh's untimely passing. The collection features redefined silhouettes showcasing the distinctive symbols of the Maison, a digitized “damoflage” motif, innovative glasses, and a new take on the iconic speedy bag. It was an immediate hit with the mass media and Louis Vuitton lovers have been waiting for the collections release in-stores and online.
Source: Louis Vuitton
As the French luxury brand rolls out the collection they’re pulling out all the stops. This includes several grand events, such as a temporary presence on the Avenue des Champs-Élysées in Paris and a complete takeover of its flagship store on Fifth Avenue in New York City.
Louis Vuitton is introducing unique store concepts at over 50 global locations. This includes a temporary setup with windows at the Selfridges department store in London and a transformation of its ongoing pop-up space in Seoul. The duration of these installations will vary, lasting anywhere from one to three months depending on the location. While the installations are up consumers can expect to find live music, and niche displays, highlighting different cultural aspects of Louis Vuitton.
In addition to these locations, Louis Vuitton has opened up another pop-up in New York located down in Soho. This pop-up is set to transport New Yorkers to the city of lights. The pop-up space is adorned in gold, featuring Parisian interior design elements, street lamps, and checkered floors that are meant to resemble the classic Louis Vuitton Damier pattern. This takes the brand back to its French roots which contrasts well with this new take on old designs.
This collection release also goes hand in hand with a current campaign they are rolling out featuring none other than basketball star, LeBron James. The campaign focuses on the redesigned speedy bag. In an interview with GQ, Pharrell says his inspiration for the bag came from Canal Street, which is one reason this version of the Speedy has a much deeper slouch. Instead of canvas this Speedy is made of soft calfskin with a lambskin lining, and is available in the primary color-way. The bag will also only be available in select stores globally, making it significantly more exclusive.
With the release of Pharrell Williams' debut Louis Vuitton collection, loyal customers have wasted no time in embracing the high fashion offerings, as they eagerly walk away with thousands of dollars worth of products. The allure of this collaboration lies not only in the name recognition and influence of Pharrell Williams but also in the unique experience that the collection embodies in the store locations.
Louis Vuitton has successfully created a buzz around this launch, attracting new customers who are eager to be part of this remarkable moment in fashion history. The momentum generated by Pharrell Williams' collaboration promises great potential for Louis Vuitton's resurgence.
If the brand can sustain this excitement and consistently deliver innovative and exclusive creations, there is no doubt that Louis Vuitton may experience a grand comeback in the fashion landscape. By embracing the vision and style of Pharrell Williams, Louis Vuitton has tapped into a fresh and youthful energy that resonates with both existing and emerging clientele.