The 49-year-old is a pop and world star and has been celebrated in the scene for years for his collaboration with the world of luxury brands. The question of who might follow Abloh has occupied the fashion world for months.
Abloh was considered a visionary until his sudden death. Time magazine included him among the 100 most influential people in the world. And he gave Louis Vuitton an aura that the luxury fashion manufacturer had long lacked: coolness.
Williams’ appointment is now intended to create a similar hype that arose in 2018 when Abloh was appointed chief designer. The superstar is scheduled to present his first collection at the traditional men’s fashion shows in Paris in June. Pharrell’s international appeal is of particular importance for the brand.
He was also chosen because he is no stranger to Louis Vuitton. He previously worked with the fashion house in 2004 and 2008, inspiring an eyewear line and a jewelry collection. Williams is well connected in the fashion world, knew Karl Lagerfeld well and worked with him for Chanel. In 2014 he was active for Adidas – which connects him with the superstar Kanye West, who also comes from hip-hop culture but is now very controversial.
Even off-white creator Virgil Abloh was intended to appeal to the young target group
“Pharrell’s creative vision beyond fashion will undoubtedly lead Louis Vuitton to a new and exciting chapter,” said newly appointed Louis Vuitton CEO Pietro Beccari. The musician fits the image of Louis Vuitton because he “breaks down the boundaries between different worlds”.
Williams is a multi-talent, appears primarily as a music producer and hip-hop artist and is considered one of the greatest in contemporary pop culture. As a producer and singer, he is responsible for some of the most successful songs of all time, including his own hit “Happy”.
The fashion icon died unexpectedly at the end of 2021 from a heart problem. Abloh was also considered a star in pop culture at large.
(Photo: imago images / Starface)
In addition, he has been running his own streetwear fashion brand called Billionaire Boys Club since 2005. The label became a cult brand for younger generations. For a long-established brand like Louis Vuitton, this is worth its weight in gold in the fight for young target groups.
Williams also has a line of cosmetics and has good connections in the art world. He knows how to build bridges between different creative fields. The French press describes him as a “jack of all trades”. Predecessor Abloh came to Louis Vuitton due to the success of his fashion brand Off White. Williams’ choice is in line with the luxury company’s strategy of increasingly working with well-known personalities.
Pharrell networks with Madonna, Beyoncé, Jay-Z
Born in southern Virginia, Pharrell began hip-hop at school. A little later he also tried his hand at jewelry design. Then his path led him more into music, he produced for Britney Spears, Justin Timberlake, Madonna, Beyoncé and Daft Punk, sang with Jay-Z and worked with Kanye West.
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With Williams, speculation about Virgil Abloh’s successor ends. Recently, a few talented young designers were in discussion. Louis Vuitton is choosing a different path than Kering’s competitor Gucci, which recently appointed the relatively unknown Italian designer Sabato de Sarno as creative director. The strategy is less effective in terms of publicity, but also allows for a quiet approach away from the big limelight.
Visitors to fashion shows do not have to get used to a new face. Williams, who was a friend of Virgil Abloh, attended numerous shows at Louis Vuitton and sat in the front row, sometimes alongside Kanye West. The appointment comes with a degree of risk, as Pharrell has never created a collection entirely on his own. At Louis Vuitton, however, he has plenty of professional help at his side.
Above all, the prominent designer should do one thing: attract prominent cooperation partners and customers. Many stars have already expressed their enthusiasm about the choice, including Justin Timberlake and Heidi Klum.
Pharrell himself likes to wear Chanel, but also the streetwear, which is now designed with designer seriousness. It is still difficult to say in which direction men’s fashion at Louis Vuitton could go under him. Lately, the trend in the fashion world seems to be moving away from streetwear and towards chic minimalism. But if Williams has demonstrated one thing in his career, it’s a flair for trends.
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