Louis Vuitton’s menswear division has undergone a transformative journey under the creative helm of Pharrell Williams. Following the untimely passing of Virgil Abloh in 2021, Williams stepped into the role with a clear vision, seamlessly blending the iconic House codes with contemporary nuances and a street-forward identity. As anticipation builds for his third runway show at Paris Fashion Week, the unveiling of Louis Vuitton’s Spring/Summer 2024 campaign sets a bold tone, returning to the brand’s Parisian roots while making a powerful statement.
The campaign takes a visual journey through the streets of Paris, as models effortlessly lounge against local staircases, donned in leather motorcycle suits. The city’s iconic landmarks serve as the backdrop, emphasizing the fusion of classic luxury with a dynamic streetwear aesthetic. Williams successfully captures the essence of the City of Light, infusing each image with the energy and vibrancy that define both the fashion house and the French capital.
Louis Vuitton‘s SS24 collection offers a diverse range of menswear staples, showcasing the versatility and adaptability that epitomize contemporary fashion. Cropped checkered blazers in subtle grey tones, as seen on Barry Keoghan at the 2024 Golden Globe Awards, seamlessly bridge the gap between formal and casual wear. The incorporation of rhinestone-encrusted varsity jackets paired with monogram bags derived from their extravagant $1 Million USD counterparts exemplifies a perfect marriage of opulence and accessibility.
Pharrell Williams leaves an indelible mark on the campaign with his distinctive design language. Pixelated graphics, a signature of his creative style, continue to stand strong, adding a modern and playful element to the collection. From rubber rainboots to A$AP Rocky’s denim uniform, each piece reflects Williams’ keen eye for merging contemporary trends with timeless elegance.
