Pharrell Williams lights up Paris with his SS 2024 collection at Louis Vuitton in a breathtaking event

Pharrell Williams unveils the sumptuous Louis Vuitton SS 2024 collection in a breathtaking event.

Pharrell Williams , recently appointed creative director of the men's line at Louis Vuitton , presented the brand's highly anticipated first collection. The event lived up to expectations, promising an unforgettable experience for all guests.

To attend the reveal of this first Louis Vuitton collection under the artistic direction of Pharrell Williams, guests were transported by yacht from the Quai d'Orsay to the legendary Pont-Neuf, opposite La Samaritaine, a property belonging to LVMH , the parent company of Louis Vuitton. Once there, they entered a universe where everything turned into gold.

Today, only luxury houses have the privilege of privatizing a public place such as the Pont-Neuf, by adorning it with golden hues, from chairs to press documents, and by orchestrating an “out of the ordinary” show. More than a hundred models took to the catwalk, while A-list celebrities including Rihanna , Beyoncé , Naomi Campbell , Kim Kardashian , Zendaya , renowned artist Takashi Murakami and South Korean ambassadors JJ Lin and Song Joongki , occupied the first ranks.

The house explained that the extravagant use of gold was a symbolic connection to the sun. For this first collection, Pharrell Williams considered the sun as "a universal source of life: a radiation that energizes, heals and unites people across cultures and beliefs", as indicated in the official press release.

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Damoflage: From Louis Vuitton’s Damier pattern to camouflage

As for the clothing itself, the Spring/Summer 2024 collection stayed true to the brand's aesthetic while incorporating Pharrell Williams' rap-inspired twist. A standout element was the “Damier Atari 8-bit” pattern, which infused digital charm into Louis Vuitton’s iconic Damier pattern, pixelizing it. This pixelated effect, reminiscent of the concealment of identities in photographs, harmonized with the theme of camouflage present in colorful landscape prints, jacquards and patterned coats, jackets, pajamas and shirts, as well as in coats and bags laser cut decorated with the Louis Vuitton flower motif.

Being seen without being seen sums up the paradox explored by a celebrity who assumes the role of creative director within one of the largest French luxury houses. Despite some comments questioning Pharrell Williams' skills as a "couturier" in the strict sense of the term, this extensive collection, including some pieces likely not intended for sale, featured many distinctive elements that are beyond the scope of this article.

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Undeniably, the buzz generated by the event consolidated Pharrell Williams' position within the group. As a playful nod, guests were offered golden survival blankets at the end of the show, followed by a memorable evening and a live performance by Jay-Z and Pharrell Williams on the Pont-Neuf, marking the triumphant climax of this remarkable event.

Written by Yeazzy.