17 January 2024

Pharrell brought the rodeo to Paris for his new Louis Vuitton collection

His Autumn/winter show at Paris Men’s Fashion Week paid tribute to Native Americans and cowboys.

Coming off of his Pre-Fall 2024 show in Hong Kong, worthy of a spectacle, Pharrell Williams is back with another show-stopping presentation of his latest collection. Kicking off as the first official show of Paris Fashion Week for the Fall/Winter 2024 season, Pharrell takes audiences to the Fondation Louis Vuitton to present his third show for the house.

Continuing the theme of LVERS — a bridge between Virginia and Paris — Pharrell continues to push the bar higher at his latest show. Prior to the show, Pharrell teased the collection on his Skateboard Instagram page with various cowboy Western motifs. From cowboy hats with the signature LVERS moniker to monogrammed Timberland boots, the designer brought American and hip-hop staples into Parisian high fashion. Even the show invite was accompanied by a harmonica, a key accessory often associated with the popular image of the cowboy.

Country and Western motifs were carried onto the runway as Pharrell dived deeper into the roots of the American Western wardrobe. Through craftsmanship and embroidery techniques, the collection highlights key iconography of American Western dress. Pharrell also honours the workwear intrinsic to the American Western wardrobe by amplifying tropes from denim to blanket coats to buffalo check and chaps. 

Honing the American Western theme, the collection collaborated with artists from the Dakota and Lakota nations across accessories and even the show’s staging and soundtrack. It was headed by creative director Dee Jay Two Bears of the Standing Rock Sioux Tribe. The artists also collaborated on a Speedy bag, messenger bag and travel tote embroidered with Dakota Flower symbolism. 

Staying true to the aesthetic, the Timberland collaboration saw the iconic work boots interpreted through the grandiose lens of Louis Vuitton. From cowboy hats to leather caps and gloves ornamented with buckles and gems that embody the prairie dandy, the collection presentation was complemented with performers from the Native Voices of Resistance.

And Of course, Pharrell had his hand in the unique soundtrack, which saw original pieces like ‘The Spirit of Saturday Night Live’ by the Native Voices of Resistance, ‘Good People’ by Mumford & Sons and Pharrell, as well as ‘Shotgun Wedding’ by Pharrell and Jelly Roll.

  • Writer Chris Saunders
  • Banner Image Credit YouTube / Louis Vuitton

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