Longtime Collaborators Sculpt the Campaign’s Styling
The styling for this transformative campaign is the handiwork of Cynthia Lu and Matthew Henson, both of whom have long associations with Pharrell Williams. As a tantalizing sneak peek at the runway event, the façade of the Musée d’Orsay in Paris was adorned with an image from the campaign.
The Inspiration: Cosmopolitan Core of Canal Street
The reinvented Speedy bag draws its inspiration from the melting pot that fueled Pharrell Williams’ initial exposure to the luxury world: Canal Street, in Lower Manhattan, New York. This cultural axis throbs with diverse energy and an urgent mindset mirrored on numerous streets in cities worldwide.
Building upon the foundation of the classic Speedy bag—a cherished item from Pharrell’s past—the new interpretation evokes Canal Street’s aesthetic codes, attitude, and style through Louis Vuitton’s unparalleled savoir-faire. This evolved icon is designed for any moment in life, a testament to practical luxury.
A Starting Point for Pharrell Williams’ Creative Direction
The campaign serves not only as a reflection of the collection but also as a crucial component of the offering. It marks the onset of Pharrell Williams’ creative direction at Louis Vuitton‘s Men’s Prêt-à-Porter Studio, issuing an open invitation to contemplation.
This campaign image disrupts perception, challenges history, and forges ahead to evolve an existing legacy. Symbolizing human empowerment and embodying the essence of an everyday icon is none other than the pregnant Rihanna. The campaign resonates with Pharrell’s reinterpretation of his approach to the Maison, underscoring a visionary transition.