Rapper, singer, songwriter, record producer and now creative director of menswear.
Analysts and forecasters weren’t surprised that Pharrell Williams was recently appointed creative director of menswear at Louis Vuitton. Well, it would be Williams.
“Pharrell is one of the most famous multi-hyphenates,” said Sarah Unger, Senior Vice President of Cultural Insights at Civic Entertainment Group. “He embodied our understanding of the industry-agnostic cultural appeal a musician can have. Pharrell has a lot of arenas to play in.”
Another analyst said it was a logical move for Williams to follow in the footsteps of Abloh, launching streetwear brands Billionaire Boys Club and Ice Cream Footwear, and previously partnering with brands like Adidas and Moncler. I am used to fashion.
Hemant Karbag, managing director of Alvarez & Marshall Consumer Retail Group, said, “I have no doubts that Pharrell is likely to make his unique impact based on his extraordinary style sensibilities. “But we don’t expect a radical change in direction. That being said, Pharrell will help keep LV relevant to the next generation of LV customers.”
Williams will present the French luxury house’s first collection during Men’s Fashion Week in Paris in June. The show marks her five years since her debut collection for Abbrows’ famous brand, which has attracted audiences including Kanye West, Kim Kardashian, Rihanna, A$AP Rocky, Takashi Murakami and Travis Scott. . The event, held at the Palais His Royale, was attended by more than 2,000 of his guests, including thousands of local students personally invited by Abloh. The show featured a total of 56 men’s looks, including apparel, accessories and footwear.
what the future holds
Edited’s market analyst Kayla Marsi says Williams’ multidisciplinary resume may offer clues as to what customers can expect from his tenure at Louis Vuitton. increase.
“His influence on streetwear is amplified through his personal style and Billionaire Boys Club and Ice Cream labels, continuing Virgil Abloh’s legacy and reinforcing culture’s continued role in luxury. ,” Marci says.
Williams’ partnership with Adidas sees the music artist-turned-designer foray into his traditional offerings, refreshing vibes such as Samba, which will translate into a new generation: the analyst’s project Vuitton’s upcoming collection. It shows the ability to
“By modernizing traditional styles and house codes,” says Marci. “His history with the sports giant has also fueled speculation of future Louis Vuitton and Adidas collaborations.”
Kalbag estimates that Williams’ strong ties to the music community will attract new consumers.
“But the basic demographics of being younger, more urban, and social media savvy are unlikely to change as a draw,” says Kullbag. “It’s unclear whether Pharrell would have the same global popularity as Virgil, who frequently collaborated with designers around the world, but his global presence and household recognition far outstripped Virgil. increase.”
Other creative collaborations
Given the continuing consumer passion for travel and the crossover of travel and fashion, Unger is excited to see how it plays out with Louis Vuitton’s new artistic director.
“I’m particularly interested if Pharrell puts his stamp on the LV Hotel coming to Paris,” Anger says.
Additionally, Williams’ gender-neutral skincare line, Human Race, could offer an interesting avenue for Vuitton, especially as the skincare sector is booming in popularity, Anger says.
Williams has talked in the past about finding inspiration in ubiquitous sources like billboards and construction.
So, “perhaps we’ll see him tap into the culture of his Virginia Beach roots and become more site-specific, or draw from architecture,” says Unger. “In 2013, there was talk of Pharrell designing a prefabricated home with the late architect Zaha Hadid.
Advance
Whatever creative route Williams takes at Vuitton, the release of his first fashion collection in June will be highly anticipated and subject to intense scrutiny.
“The events of 2022 have made fashion netizens increasingly skeptical of celebrity designers. should be emphasized,” says Marci.
Since Abloh’s death from cancer in November 2021, the first African-American men’s artistic director at Vuitton, jobs for menswear designers at Vuitton have been open.
Fashion has been a way for Abloh, a trained engineer, architect, DJ and creator of the Off-White luxury label, to connect the past with the future.
“Integral to my show concept is a global perspective on the diversity associated with the DNA of travel. [Louis Vuitton] The brand’s Abloh posted on Instagram about the first Louis Vuitton collection in Paris, writing in the caption:
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