30-Foot Tall Louis Vuitton Pyramid Built at Pharrell’s “Something in the Water” Festival.
Ghana’s @blacksherif_ performs ‘Homeless’ at Pharrell Williams’ Something In The Water Festival. #SITWFest.
Just two months after Pharrell Williams’ appointment as Louis Vuitton’s new men’s creative director—and two months before his debut show for the house at Paris Fashion Week in June—the first LV gear of the Pharrell era is here. Or, sort of, anyway. At Pharrell’s Something In The Water music festival, which runs through Sunday in his hometown of Virginia Beach, LV has erected a three-storey, pyramid-shaped storefront stocked with exclusive merch. Vuitton has been careful to note these pieces weren’t designed by Pharrell himself, but were instead created “in celebration of” the company’s latest hire.
“Pharrell is one of the most well-known multi-hyphenates,” says Sarah Unger, president and founder of Cultique, a cultural insights and strategy consultancy. “He crystallized our understanding of the industry-agnostic cultural appeal a musician can have. LV is a very multi-hyphenate brand—beyond a typical fashion house. Pharrell will have lots of arenas to play in.”
“There is no doubt that Pharrell will likely make his unique impact based on his outsized style sensibilities,” says Hemant Kalbag, managing director, Alvarez & Marsal Consumer Retail Group. “But I don’t anticipate a fundamental directional change. That said, Pharrell will help keep LV relevant to the next generation of LV customers.”
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