Pharrell Williams Sets The Tone With Louis Vuitton Men’s Pre-Fall 2024 Collection
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- December 1, 2023
Under the glimmering lights of Hong Kong’s Victoria Dockside, a historic setting that marries the old with the new, Louis Vuitton unveiled its Men’s Pre-Fall 2024 collection. This show marked the debut of Pharrell Williams’ vision for the brand, a blend of classic elegance and forward-thinking design.
“We aim to immerse Louis Vuitton in the local culture,” commented Pietro Beccari, CEO of the LVMH Moët Hennessy Louis Vuitton-owned fashion house, highlighting the importance of connecting with diverse cultural landscapes like Hong Kong, especially after a challenging few years for the city.
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Williams’ collection was a dazzling exploration of nautical themes, mirroring the vibrant energy of the sea. His designs featured a mix of youthful and clean silhouettes with a hint of retro charm. The new dandy, as envisioned by Williams, was elegantly clad in sailor-inspired attire, including the iconic Dixie Cup hat, double-breasted suits with flared trousers, and shirts adorned with middy collars.
A standout feature was the Hawaiian print, reimagined in ten new patterns awash in hues reminiscent of 1980s Japanese electronic toys. This vibrant print adorned camp shirts, suits, iconic Speedy bags, and was realized in various textures like jacquard, sequin, leather cutouts, and embroidery. The floral motifs often featured a subtle nod to Vuitton’s classic monogram with four-petal designs.
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The collection showcased Williams’ unique approach to gender-fluid dressing, offering styles that transcend traditional gender boundaries. This was evident in the pairing of sailing jackets with dress shorts and the combination of fitted bombers with fuller pants. The use of neoprene in biker jackets and roomy peacoats further highlighted Williams’ innovative approach.
Footwear in the collection included Damier-covered magic-sticker sandals, 3D-printed chef shoes, and two-toned loafers, all paired with schoolboy socks for a relaxed yet refined look. Crochet bucket hats and berets added a touch of French flair to the outfits.
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Williams’ love for the Damier print was evident in his experimentation with textures and materials, as seen in the embroidery, raffia, and pearl embellishments on Speedy, Keepall, and Raffia bags, often accompanied by charming sea creature-shaped tags.
As models sauntered down the beach-inspired runway, the collection closed on a high note, leaving attendees with a sense of upliftment and a glimpse into the “White Lotus”-chic era that Williams is steering at Louis Vuitton.
Ntianu Obiora is a versatile creative professional with over a decade of experience in publishing, marketing, communications, and digital strategy. She is the Online Editor at THEWILL DOWNTOWN
