Ahead of his debut Louis Vuitton men’s show, Pharrell Williams talks about the task at hand. “When I was given this position to rule, I accepted it, knowing that I was going to be a perpetual student,” he says
Connection was an important idea: for Williams, the bridge was a symbol of linking together two disparate localesThe 1969 tourism and travel state slogan ‘Virginia is For Lovers®’ became ‘Virginia is for LVERS’, a play on words but also an encapsulation of what Williams wished the brand to stand for. “When you just look at it and you zoom in on that word, ‘lovers,’ it encapsulates the vision even more clearly,” said Williams.
But, generally, the most interesting idea of Vuitton that Williams explored was its universality – how Vuitton has a connection and meaning to many, as luxury they aspire to, and perhaps as luxury they may own. “It is a brand that is of the people, truly,” he says.
Williams is playing a similar game, in a sense, celebrating the ingenuity of the hustle, and also embracing that, when your logo is faked, it means you’ve made it. Vuitton is, of course, recognised around the world, in every walk of life. Which is something Williams embraced, and celebrated. His show audience was packed with celebrities – Beyoncé, Jay-Z, Rihanna, A$AP Rocky, LeBron James, Tyler, the Creator, Zendaya, Kim Kardashian, Megan Thee Stallion … the list continues, endlessly. Yet none of them outshone Vuitton, a megastar of fashion, another name known globally.
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