HOW MUSIC PRODUCER BECOME THE CREATIVE DIRECTOR OF LOUIS VUITTON BRAND? AWARDED MUSIC PRODUCER NOT A FASHION SCHOOL DESIGNER.

Pharrell is one of the most influential and successful music producers of the 21st century with a significant impact on modern music. In early ’90 he formed the hip-hop and R&B production studio the Neptunes. Till now he won 13 Grammy Awards, 3 for Producer of the Year. He has collaborated with various artists from hip-hop and pop music like Madona, Jay-Z, Snoop Dogg, Timberland, Daft Punk, and many more including composer Hans Zimmer. His song ”Happy” is a legend!

ICE CREAM, ICE CREAM NOT ICE-T…

Williams’s fashion resume includes the Billionaire Boys Club, a streetwear brand co-founded in 2003 with Japanese icon Nigo (later Jay-Z invested in this brand via Joint Venture), Ice Cream footwear dedicated to the skateboard community, a long design relationship with Adidas, and successful collaborations with luxury brands within the LVMH group (Tiffany, Moynat) and beyond (Chanel, Moncler). Williams has mentioned many times how much he learned from Karl Lagerfeld and the list of partners with whom he has worked indicates his extensive network of connections.

His first collaboration with the Louis Vuitton brand was in 2004 thanks to Marc Jacobs and In 2008 he co-designed a series of eyewear and jewelry for the brand.

In 2023 Alexandre Arnault called Pharrell to inform him of the decision of LV president Pietro Beccari to take up the position of new creative director.

HOW PHARRELL BLUR THE LINE BETWEEN EVERYDAY AND LUX?

William’s first collection Men’s Spring-Summer 2024 Show was presented on the iconic Pont Neuf Bridge in Paris during Paris Fashion Week in June 2023.

Pharrell created a soundtrack for his first show, including ‘Joy (Unspeakable)’ performed by Virginia-based gospel choir Voices of Fire.

Conceptually he is bridging together Maison’s heritage with digitalization by traveling with imagination from the iconic monogram to the digitalized damoflage, and by remixing digital art with timeless craftsmanship.

Jeans are one of Williams’ Holy Grails and design that show a new take on the “Damouflage” plaid.

Williams crafts a youthful aesthetic, welcoming optimism and iconic totems from leather goods.

Men’s Spring-Summer 2024 Show closed the collection presentation with an unforgettable musical performance joined by Pharrell Williams and Jay-Z.

Pharrell transfers streetwear culture patterns and codes to Maison’s spirit, craftsmanship and values through his mindset and roots

This is how academic background is not always better than life experience itself.

Worth to notice is that Williams is also Doodles NFT’s Chief Brand Officer.

LV $USTAINABLE STRATEGY AND UNSUSTAINABLE FA$HION

LV SAYS THAT IS COMMITTED TO CIRCULAR CREATIVITY:

„At every stage of the creative process, we analyze the environmental impact of our creations throughout their entire life cycle: we preserve biodiversity by using fewer raw resources, in particular recycled and bio-sourced materials, and we contribute to the climate effort by consuming less energy in the production of our products, and we integrate repairability from the first stages of the creation process.”

BUT AT THE SAME TIME REVENUE AND PROFIT OF LVMH GROWS FAST :

Fashion & Leather Goods category in LMNV Group reached in 2020 record levels of €79,000 million compared to 2008, where total profit was €17,000 million (Source: Statista 2023).

LVMH SHOWS THAT ETHICS IS THE CORE OF THEIR VALUES:

„The LVMH group has always been strongly committed to exemplary integrity and ethics”.

HOW LOUIS VITTON’S (LVMH) SUSTAINABILITY & ETHICS STRATEGY IS REALIZED BY PHARRELL?

Pharrell has a lot of love for luxury, opulence, and details like pearls, diamonds, and crystals. His total collection looks elegant and expensive (eyewear, belts, necklaces, bags). You can feel the inspiration of the Chanel fashion house.

In his first-ever collection for the LV brand, he shows a 1 million dollar $peedy bag made up of crocodile skin and 24k gold with diamonds.

This shows us how Pharrell use ethic and eco-design in his collection.

PRICE POINT IS ALSO EXPENSIVE FOR THE GENERAL LV PUBLIC AND EVEN FASHION COLLECTION

The price range shows that this collection is not really for the regular LV public. E.g Jeans from last winter’s collection are for about £1500, and from the first Pharrell collection in ’23 presented in dandyism style new price of the sparkling baggy is about £14 000.

RIRI COLLAB WITH LV BY PHARRELL

Rihanna presents the vibrancy of big city life and shows heritage pieces from leather as a contemporary ode to the Maison.

Spring-Summer 2024: What we see is the overconsumption of goods$

FAST FA$HION IS NOT HARM-FREE FOR THE PLANET. FOODS FOR THOUGHTS.

A FEW FACTS THAT SHOW HOW UNSUSTAINABLE THE FASHION IS:

• the fashion industry produces 10% of all humanity’s carbon emissions, dries up water sources, and pollutes rivers and streams.

• every year, the fashion industry uses 93 billion m3 of water (enough to meet the needs of five million people) and is the second-largest consumer of the world’s water supply.

• 1 in 10 people buy clothes for social media presence but it comes with an environmental cost

• the market for cheap items & and lifestyles grows

• people bought 60% more garments in 2014 than in 2000, but they only kept the clothes for half as long

• 85% of all textiles go to the dump each year and washing some types of clothes sends thousands of bits of plastic into the ocean

EDUCATION AND SUSTAINABILITY SHOULD BE AT THE CENTER OF THE FASHION BUSINESS:

We are obligated to reduce the negative impact on our environment, the greenhouse effect, and CO2 that’s why we should:

• be aware of what kind of challenges we have globally by educating our population

• change the behaviors in our consumption and production of goods

• use recycled, biodegradable & eco-friendly material forms

• promote harm-free behaviors for nature and use technology

• create sustainable collections for the right reasons and support resolving global problems like overconsumption.

• collect (digital) fashion/goods for the right reason & and intentionally use technology in a way that supports our planet.

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