Pharrell

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.

Collage by Edward Kanarecki.
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In anticipation of Pharrell Williams‘ debut collection for Louis Vuitton, the actual meaning of a “fashion designer” became a big discourse on the internet. Do we even need a skilled designer when a brand like Louis Vuitton hires a big (and undoubtedly stylish) entertainment industry name instead? What we’ve seen yesterday in Paris was a show (more of a business-, than fashion-, noting the Grammy-like front row featuring everyone from Beyonce to Rihanna) in its purest sense. The Voice of Fire choir singing loud; the Pont Neuf and what seems half of Paris lit up and ready to accommodate the mega-event; the Jay-Z concert afterwards… and what about the actual clothes? There was plenty of merch, as well as true eye-candies, that’s for sure. But Pharrell seemed to approach the debut more like a styling exercise. A bit of Nigo and Kim Jones menswear sensitivity here, a couple of Wales Bonner and Bode touches here, a sprinkle of Virgil Abloh nods there. The Karl Lagerfeld-level ego was palpable as well (even a Chanel-like tweed jacket popped in one of the looks). As you might already know, the garments were heavily covered with the green pixelated Damier duds, and all sorts of LV monograms known to man. Of course, the most powerful of all were the accessories, the brand’s primary money-makers. Zingily colored Keepalls and Almas and Neverfulls and Speedys, worn in clusters. To be truly honest, the collection wasn’t neither bad… or outstandingly good. But it will definitely sell loads.

Collage by Edward Kanarecki.
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