SS24 Pharrell Williams’ Louis Vuitton Menswear

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The sun was shining on Pharrell Williams, in what was the most anticipated menswear shows of the SS24 season. The show notes say, “The Louis Vuitton Spring-Summer 2024 Men’s Collection orbits the sun as a focal point for opportunity, responsibility and enhancement. In his first proposal for the Maison, Men’s Creative Director Pharrell Williams looks to the sun as a universal source of life: a radiance that energises, heals and unifies humans across cultures and creeds. As our ultimate guiding light, the sun empowers its pupils to study, improve, and share in our appreciation. It teaches us to shine the light – the love – back on our fellow humans.
The impact of the sun is present throughout the collection, in the rays of graphics, the warmth of the palette, and the glistening surface decorations that gild garments and accessories.”

TheChicGeek says, “Williams had a chance to shine in what has been a lacklustre season for designer menswear. Louis Vuitton is a beast. It’s huge. It sells regardless of what anybody does there, you only have to look at how badly designed the womenswear is to see that.

There was an opportunity for new ideas, right now, a new quieter design direction. This Louis Vuitton was Williams as a brander rather than a designer. The Louis Vuitton brand is still the Sun King here and its famous Damier canvas was distorted into ‘Damoflage’ and over blown checks.

There was no acknowledgment of ‘Quiet Luxury’ and the trend for toned down logos and labels. It feels like a missed opportunity, slightly out of step and just more of the same gimmicky product. The most successful pieces were the blanket-type coats.

Looking at the stellar audience of stars such as Beyoncé, Jay-Z, Rihanna, A$AP Rocky, LeBron James, Tyler The Creator, Zendaya and Kim Kardashian sitting on the frow, no doubt gifted with lorry loads of swag, we’ll be seeing this collection everywhere.”