Men’s – Cowboys. Louis Vuitton AW24

Two seasons might be two early to call, but as they say, first impression is the right one. Pharrell Williams’ direction at Louis Vuitton feels like watching a very self-satisfied kid play around with new, shiny toys. Or rather, as in case of the LVMH machine, huge resources. For his first fashion show for the brand, the musician decided to turn Paris into his sandpit. Why not make Pont Neuf (and eventually paralyze Parisian traffic for a day) a runway venue? Then, for his sophomore season, Pharrell picks a new theme: now he wants to play with cowboys! There’s no need for a further review of the autumn-winter 2024 outing at this point. The clothes – or rather overstyled outfits, some better, some worse – speak straightforwardly for themselves. Cowboys. Horses. So Ken.

I might have never been a number one fan of Virgil Abloh’s work for Louis Vuitton, but he had concepts and ideas, sometimes very risky and envelope-pushing ones, flipping this brand upside down. Pharrell is orchestrating (or at least is a face of it) a big, big marketing ploy, with no much consistency, coherence or sense. Will it turn out that well in the long run? Time will tell. I might never understand it. And I’m fine with that.