Louis Vuitton is making a splash with the worldwide release of Pharrell Williams’ inaugural
collection. The renowned fashion house, under LVMH’s umbrella, is placing significant emphasis on
the American pop star, who assumed the role of head of men’s collections last February. The much-
anticipated debut collection for spring-summer 2024, initially showcased on Paris’s Pont-Neuf in
June, is set to hit stores this Thursday, January 4.
Under the slogan “LVers,” Louis Vuitton is highlighting the iconic Damier checkerboard pattern,
reimagined by the singer/designer in a pixelated military camouflage version, alongside the theme of
the sun, a central motif in Pharrell Williams’ collection. These elements are central to pop-up stores
and dedicated spaces across approximately fifty boutiques globally, including a significant
installation at Selfridges in London.
In Paris, the Louis Vuitton flagship store on 100, avenue des Champs-Elysées is transformed with an
expansive golden checkerboard resembling a sunbeam. The brand introduces the “Résidence
Ephémère” concept, offering an immersive experience across three levels. Visitors encounter ready-
to-wear pieces, Pharrell Williams-designed accessories, perfumes, and a new portable speaker
model. The store boasts interactive elements, such as a Morris column with screens showcasing the
fashion show, a Parisian kiosk for personalized photo creations, and exclusive spaces dedicated to
the revamped Speedy bag model.
Simultaneously, in London, Louis Vuitton occupies Selfridges’ coveted space, The Corner Shop,
replicating the Pont-Neuf with checkerboard-patterned cubes. The collection at this venue includes
checkered-camouflage prints, tailored pieces, leather jackets, and retro sportswear, available
exclusively through appointments.
The launch on January 4 coincides with a 24-hour global tour of the iconic Speedy bag, featuring
physical and digital events from Shanghai to Paris. Pharrell Williams has contributed an ultra-
exclusive version in hand-painted crocodile leather valued at a million euros, adding a touch of
luxury to the relaunch.
Louis Vuitton’s social networks showcase a virtual journey alongside integrated app filters, while
giant inflatable Speedy installations in various cities signal the bag’s symbolic journey, all culminating
in a new campaign featuring basketball player LeBron James sporting the famed bag.
