Louis Vuitton launches Pharrell Williams’ first assortment in model
Translated by
Cassidy STEPHENS
Printed
Jan 4, 2024
Louis Vuitton is pulling out all of the stops for the worldwide launch of Pharrell Williams’ first assortment. LVMH’s flagship model is banking closely on the American pop star, who was appointed head of males’s collections final February. The anticipation is all of the higher for the drop of his very first assortment for spring-summer 2024, which was proven on the Pont-Neuf in Paris in June, and arrives in retailers this Thursday, January 4.
The Champs-Elysées retailer celebrates Pharrell Williams – Louis Vuitton
The corporate has taken up the slogan “LVers”, however above all of the emblematic Damier checkerboard sample, which the singer/designer had developed in a pixelated navy camouflage model, in addition to the theme of the solar, the point of interest of his assortment. These two components function a typical thread for pop-up shops and devoted areas in some fifty boutiques all over the world and department shops, corresponding to the massive set up at Selfridges in London.
In Paris, the gathering might be seen on the Louis Vuitton flagship retailer on 100, avenue des Champs-Elysées, the place the facade has been taken over by an immense golden checkerboard resembling a sunbeam. The model is taking on the “Résidence Ephémère” idea, already developed prior to now, providing guests an immersive expertise with every kind of animations unfolding over three ranges, housing ready-to-wear items and above all the various equipment designed by Pharrell Williams, in addition to perfumes and a brand new mannequin of moveable speaker.
Inside, a Morris column stretches over a number of ranges, with screens displaying photographs from the style present. A Parisian kiosk permits guests to have their photograph taken or create their very own Louis Vuitton posters. On the primary flooring, non-public lounges rub shoulders with a secret room devoted to the Speedy bag mannequin, revisited in color by the artistic director, whereas the decrease floor flooring showcases musical components from the style present and the singer’s universe. So as to add to the ambiance, the gross sales employees are wearing sneakers and white camouflage-checkered fits, similar to the musicians within the present.
The marketing campaign with LeBron James – Louis Vuitton
In London, the label is to not be outdone: till February 7, Vuitton has taken over the extremely coveted Selfridges area, The Nook Store, the place it has recreated the Pont-Neuf with cubes imitating the checkerboard sample, on which guests can enterprise to find the gathering, whereas photographs from the style present scroll throughout the screens. The area includes a choice of clothes in checkered-camouflage prints, in addition to tailor-made items, leather-based jackets and retro sportswear. “The gathering is offered at Selfridges London by appointment solely,” the model states on its web site, whereas on its e-shop it explains to prospects that items from the gathering can solely be bought in store.
“The launch of the gathering on January 4 coincides with a 24-hour world tour of the Speedy bag, which is able to take the type of a collection of bodily and digital occasions organised from Shanghai to Paris, combining computer-generated photographs and bodily installations,” says Vuitton, which has invested closely within the relaunch of this iconic mannequin, for which Pharrell Williams has provided an ultra-exclusive model in hand-painted crocodile leather-based value 1,000,000 euros.
Alongside this digital journey on Louis Vuitton’s social networks and the filters built-in into its software, in December the model put in a big inflatable Speedy in Chengdu, Shanghai and on the banks of the Huangpu River. These are the primary steps on the street to Santa Monica, then New York and eventually Paris. All this at a time when the model has simply launched a brand new marketing campaign that includes American basketball participant LeBron James, sporting the well-known bag.
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