Pharrell Williams designed his first collection for Louis Vuitton for himself

‘It’s a part of my story,’ designer says

Pharrell Williams has revealed the muse for his first collection as creative director of Louis Vuitton menswear – himself.

The 50-year-old legendary producer opened up in his GQ Style cover story published on 15 August about his design process ahead of his spring-summer line debut on the historic Pont Neuf bridge in Paris. Williams confessed he never expected to be appointed the coveted position at the luxe French fashion house, and that not a lot of people did either, with the exception of Louis Vuitton’s CEO Pietro Beccari, who offered him the job.

“It wasn’t an interview or anything,” Williams recounted. “It was like: ‘Will you accept this position? Will you accept this appointment?’ I’m looking at the water and I’m just like: ‘What?’”

Williams is no stranger to the fashion world, having worked on a collection of sunglasses for Louis Vuitton previously and on long-time collaborations with Adidas and Chanel. However, after the sudden 2021 death of his close friend and predecessor at Louis Vuitton, Virgil Abloh, he hadn’t considered himself as someone viable for the position until the opportunity was presented to him. In fact, the artist presented LVMH with a list of candidates he thought suitable to carry-on the Avant garde shift for the brand made by Abloh.

“It’s the first time someone has had the daringness to pick a real worldwide star to helm a house,” Beccari remarked. “He has 13 Grammys and even Oscar nominations. “One could say he has a Midas touch. So, as a creative director, while it’s an experiment, I think it will be a successful one.”

And it was. The “Happy” singer titled his collection “LVERS,” an ode to his Virginia roots. Before his star-studded June show, Williams performed a test run of his creative concepts for the lush clothing line in Virginia Beach during his annual three-day Something in the Water music festival. By offering $860 T-shirts and $1,310 hoodies that would be representative of the style cues in his spring-summer collection, he was bringing luxury fashion to his home for the first time ever.

“From Paris to VA, VA to Paris,” he proclaimed. “That’s literally the narrative. All of this is seeding that. It’s a part of my story.”

What’s more, with Williams’ artistic direction having been mostly channeled into his music, he relied on personal preferences when piecing together designs for the runway. “I look at myself like I’m the real customer,” the “Beautiful” creator admitted. “So I design for what it is that I want and what I’m going to need.”

Pixelated prints and strategic tailoring formed the consumer collection, which mirrored his renowned wardrobe. He paid homage to ready-to-wear pieces he adored from brands like Roberto Cavalli and Chanel in the form of fur overcoats. Williams fused streetwear, athletes, and resort–wear, while keeping the desired Louis Vuitton buyer in mind – an elite class.

Just as the models cloned Williams’ persona, his front row packed with A-listers including Kim Kardashian, Beyoncé and Jay-Z, LeBron, and Lenny Kravitz, who were pleased to don the collection embodying a new era of forward-thinking designers in luxury fashion by their friend.