Pharrell Williams’ Louis Vuitton Is A Testament To The Link Between Fashion And Culture

The worlds of fashion and entertainment have finally melded. Here, we unpack what it means for the industry at large.

By Max Berlinger 15/08/2023

The Pont Neuf is Paris’s oldest bridge, dating back to the 16th century, and this summerLouis Vuitton claimed it as its own. The brand decked the surface in a golden version of its signature checkerboard Damier motif and ferried some of the world’s most starry people—LeBron, Rihanna, DiCaprio, Beyoncé—to the front row in a boat. A gospel choir’s rousing benediction filled the air as models, including former Zegna designer Stefano Pilati and rapper Pusha T, sauntered down the runway illuminated by the warm mauve glow of a perfect Parisian sunset. The show closed with a surprise performance by Jay-Z. Vuitton had named Pharrell Williams as its newest men’s creative director back in February, but it wasn’t until this spectacle of extravagance that his arrival was well and truly announced.

Before you answer, it’s worth considering the current moment, a time when it has become difficult to see where the entertainment world ends and the fashion world begins. NBA players use their locker-room walks as personal runway shows, the Barbie-movie marketing team pulled off a coup by colonising the colour pink for the entire summer (you may recall Ryan Gosling in a sharp, blush-colored Gucci suit at the premiere), and The New York Times ran breathless style recaps of HBO’s Succession during its final season. Meanwhile, fashion brands have been traveling to L.A. to let Tinseltown know the industry is ready for its close-up, with Gucci showing on Hollywood Boulevard, Versace in West Hollywood, Fear of God at the Hollywood Bowl, Ralph Lauren near Pasadena, and Chanel on the Paramount lot—all within the past two years.

Pharrell’s appointment, in other words, could be seen as the culmination of fashion and entertainment’s long merger. “LVMH has bigger aspirations than just consumer goods,” says Robert Burke, founder of Robert Burke Associates, a luxury-retail consultancy firm. “They touch the high-end consumer’s life at all angles, whether it be fashion, jewelry, accessories, beverages, even hotels.” Vuitton is saying much the same thing by referring to itself in recent years as a “cultural maison.” What they need from Pharrell in this context, then, goes beyond the traditional creative director role of designing collections into something approaching a brand avatar—part designer, part artist, part influencer, part spokesman, part party thrower.

“A brand the size of Louis Vuitton has technical design already covered on their staff,” Burke notes. Pharrell’s role, he says, “is more about seeing the bigger picture and setting the tone for the product and direction.” He calls it a win-win for both parties: “LV gets their big-name-celebrity designer who can keep the brand exciting and fresh, while he also brings a wide network of top global celebrities, entertainers, and athletes who will support him. Pharrell is able to tap into LV’s resources and infrastructure to make his creations and ideas come to life.” Which is all to say, the man who overshadowed an entire Grammys broadcast just by wearing a Vivienne Westwood mountain hat will now be staging such moments for Louis Vuitton.

It’s not without its risks. First, all of his part-roles will also be part-time: LV CEO Pietro Beccari confirmed recently that Williams is required to devote only one-third of his working hours to Louis Vuitton, which is an astonishing admission. (Imagine even the biggest-name designer spending two-thirds of his professional effort elsewhere in a similar role.) Plus, much of Williams’s sartorial magic comes from his brilliantly idiosyncratic tastes—the way he mixes luxury and mass market, streetwear and formalwear—and his genius for perfectly unexpected accessories. Does he lose some of that dynamism (contractually or otherwise) now that he’s married to Vuitton? And while Williams has an impeccable track record as a collaborator, brand partner, artist, and entrepreneur, high-profile celebrity collaborations always come with the risk of scandal (see: Kanye and Adidas) or the loss of a fan base.

Ultimately, it’s not really about Louis Vuitton or Pharrell at all—it’s about what comes next, for everyone else. Celebrity runs on hype, and the hype machine needs to be fed; it isn’t hard to imagine the wildly disjointed effects of a fashion industry suddenly forced to chase Q scores across channels to find the next symbiotic publicity bonanza. As such, does the role of designer at even the most prestigious house become little different than that of a celebrity chef with a line of cookware at Saks? There’s also the eclipsing power of celebrity, illustrated by the fact we’ve just spent 1,000 words discussing Pharrell’s first menswear outing at Louis Vuitton without mentioning the clothes themselves (a solid mix of boxy streetwear and louche tailoring in digitized camouflage prints). It’s a potential natural development for an industry that needs to get consumers’ attention in an increasingly distracting landscape—to stop them mid-scroll, as it were.

And yet, there’s excitement in the air. While Pharrell’s first show may have taken place at sunset, for Louis Vuitton, it felt like a new day.

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Painted Black

Dion Lee is teaming up with Cho Cho San for an Australian Fashion Week event.

By Horacio Silva 10/05/2024

The more things change, the more things stay the same. Nowhere more than in the fashion world. Despite the vagaries of taste, black remains the go-to colour of choice. Fitting, then, that for next week’s Australian Fashion Week, the perennially black-clad media darling Dion Lee has partnered with Pott’s Point Izakaya joint Cho Cho San on a black-themed late-night ramen bar.

Lee, based in New York and not showing in Sydney next week, has worked with the restaurant to create a menu inspired by his inky, haute-industrial aesthetic and favourite flavours.

As part of the signature offering ($50pp) guests are offered “Dion’s Martini” on arrival (his take on the classic vodka drink spiked with a black olive, natch), a Tokyo-style shoyu ramen with shitake mushrooms, smoked daikon and crunchy tempura shiso leaf, and a winning black sesame and cocoa soft-serve ice-cream replete with black cone. (Trust us, it tastes infinitely better than it sounds.)

Lee rarely strays outside his fashion lane, but a little blackbirdie tells us to expect an announcement soon about a major new collaboration. Let’s hope it involves black ice cream.

Cho Cho San x Dion Lee: Late Night Ramen Bar

Available from May 13-16, 5pm to late.

Signature set: $50pp includes Dion’s Martini, Tokyo Shoyu Ramen and Black Sesame Soft Serve.

To book click here

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A New Chapter for Jaeger-LeCoultre’s ‘Reverso Stories’

A special Reverso exhibit arrives in Sydney this week.

By Josh Bozin 08/05/2024

Few watch enthusiasts would be unfamiliar with Jaeger-LeCoultre and its enduring Reverso collection. Since 1931, the Reverso has been celebrated as one of the great dress watches of the 20th century.

In recent years, the watch has gone from strength to strength—in 2023 alone, we received the new Reverso Tribute Chronograph, the impressive Duoface Tourbillon, and the slimmer Reverso Tribute Small Seconds—capturing the imagination of casual observers, collectors, and those looking to scale the horological ladder.

Jaeger-LeCoultre
Jaeger-LeCoultre

It is also part of the cultural conversation thanks to exceptional branding experiences, such as ‘Reverso Stories’, a travelling experiential trunk show. Jaeger-LeCoultre is again summoning its movable experience to Australia, this time in the heart of Sydney’s CBD. For a limited time, eager fans can glimpse the Reverso collection up close via a multi-sensory exhibition tracing the history of this remarkable timepiece.

Presented in four chapters ( Icon, Style and design, Innovation, and Craftsmanship), the Reverso story will be told through the lens of Jaeger-LeCoultre’s expert watchmakers, who combine nine decades of craftsmanship, inventiveness, and design into one interactive experience.

As a bonus, guests will be privy to a large-scale art installation by Korean artist Yiyun Kang—commissioned by the Maison under its ‘Made of Makers’ programme—and the launch of three exceptional new Reverso timepieces, yet to be revealed. These watches will showcase skills such as enamelling, gold-leaf paillonage, and gem-setting, mastered by the manufacturer’s in-house Métiers Rares (Rare Handcrafts) atelier.

Jaeger-LeCoultre
Jaeger-LeCoultre

Completing the immersion into the spirit of Art Deco, guests will be able to enjoy a complementary refreshment post-experience at the pop-up Jaeger-LeCoultre 1931 Café.

‘Reverso Stories’ will be held in Sydney’s Martin Place from 10–19 May 2024. It will be open daily from 9 a.m. to 7 p.m. (and 5 p.m. on Sundays) and free to the public. Visitors are welcome to book online here or register upon arrival.

For more information, visit Jaeger-LeCoultre.

 

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Watch of the Week: TAG Heuer Formula 1 | Kith

The legendary sports watch returns, but with an unexpected twist.

By Josh Bozin 02/05/2024

Over the last few years, watch pundits have predicted the return of the eccentric TAG Heuer Formula 1, in some shape or form. It was all but confirmed when TAG Heuer’s heritage director, Nicholas Biebuyck, teased a slew of vintage models on his Instagram account in the aftermath of last year’s Watches & Wonders 2023 in Geneva. And when speaking with Frédéric Arnault at last year’s trade fair, the former CEO asked me directly if the brand were to relaunch its legacy Formula 1 collection, loved by collectors globally, how should they go about it?

My answer to the baited entreaty definitely didn’t mention a collaboration with Ronnie Fieg of Kith, one of the world’s biggest streetwear fashion labels. Still, here we are: the TAG Heuer Formula 1 is officially back and as colourful as ever.

As the watch industry enters its hype era—in recent years, we’ve seen MoonSwatches, Scuba Fifty Fathoms, and John Mayer G-Shocks—the new Formula 1 x Kith collaboration might be the coolest yet. 

TAG Heuer
TAG Heuer

Here’s the lowdown: overnight, TAG Heuer, together with Kith, took to socials to unveil a special, limited-edition collection of Formula 1 timepieces, inspired by the original collection from the 1980s. There are 10 new watches, all limited, with some designed on a stainless steel bracelet and some on an upgraded rubber strap; both options nod to the originals.

Seven are exclusive to Kith and its global stores (New York, Los Angeles, Miami, Hawaii, Tokyo, Toronto, and Paris, to be specific), and are made in an abundance of colours. Two are exclusive to TAG Heuer; and one is “shared” between TAG Heuer and Kith—this is a highlight of the collection, in our opinion. A faithful play on the original composite quartz watch from 1986, this model, limited to just 1,350 pieces globally, features the classic black bezel with red accents, a stainless steel bracelet, and that creamy eggshell dial, in all of its vintage-inspired glory. There’s no doubt that this particular model will present as pure nostalgia for those old enough to remember when the original TAG Heuer Formula 1 made its debut. 

TAG Heuer
TAG Heuer

Of course, throughout the collection, Fieg’s design cues are punctuated: the “TAG” is replaced with “Kith,” forming a contentious new brand name for this specific release, as well as Kith’s slogan, “Just Us.”

Collectors and purists alike will appreciate the dedication to the original Formula 1 collection: features like the 35mm Arnite cases—sourced from the original 80s-era supplier—the form hour hand, a triangle with a dot inside at 12 o’clock, indices that alternate every quarter between shields and dots, and a contrasting minuterie, are all welcomed design specs that make this collaboration so great. 

Every TAG Heuer Formula 1 | Kith timepiece will be presented in an eye-catching box that complements the fun and colour theme of Formula 1 but drives home the premium status of this collaboration. On that note, at $2,200 a piece, this isn’t exactly an approachable quartz watch but reflects the exclusive nature of Fieg’s Kith brand and the pieces he designs (largely limited-edition). 

TAG Heuer
TAG Heuer

So, what do we think? It’s important not to understate the significance of the arrival of the TAG Heuer Formula 1 in 1986, in what would prove integral in setting up the brand for success throughout the 90’s—it was the very first watch collection to have “TAG Heuer” branding, after all—but also in helping to establish a new generation of watch consumer. Like Fieg, many millennial enthusiasts will recall their sentimental ties with the Formula 1, often their first timepiece in their horological journey.  

This is as faithful of a reissue as we’ll get from TAG Heuer right now, and budding watch fans should be pleased with the result. To TAG Heuer’s credit, a great deal of research has gone into perfecting and replicating this iconic collection’s proportions, materials, and aesthetic for the modern-day consumer. Sure, it would have been nice to see a full lume dial, a distinguishing feature on some of the original pieces—why this wasn’t done is lost on me—and perhaps a more approachable price point, but there’s no doubt these will become an instant hit in the days to come. 

The TAG Heuer Formula 1 | Kith collection will be available on Friday, May 3rd, exclusively in-store at select TAG Heuer and Kith locations in Miami, and available starting Monday, May 6th, at select TAG Heuer boutiques, all Kith shops, and online at Kith.com. To see the full collection, visit tagheuer.com

 

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8 Fascinating Facts You Didn’t Know About Aston Martin

The British sports car company is most famous as the vehicle of choice for James Bond, but Aston Martin has an interesting history beyond 007.

By Bob Sorokanich 01/05/2024

Aston Martin will forever be associated with James Bond, ever since everyone’s favourite spy took delivery of his signature silver DB5 in the 1964 film Goldfinger. But there’s a lot more to the history of this famed British sports car brand beyond its association with the fictional British Secret Service agent.

Let’s dive into the long and colourful history of Aston Martin.

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What Venice’s New Tourist Tax Means for Your Next Trip

The Italian city will now charge visitors an entry fee during peak season. 

By Abby Montanez 01/05/2024

Visiting the Floating City just got a bit more expensive.

Venice is officially the first metropolis in the world to start implementing a day-trip fee in an effort to help the Italian hot spot combat overtourism during peak season, The Associated Press reported. The new program, which went into effect, requires travellers to cough up roughly €5 (about $AUD8.50) per person before they can explore the city’s canals and historic sites. Back in January, Venice also announced that starting in June, it would cap the size of tourist groups to 25 people and prohibit loudspeakers in the city centre and the islands of Murano, Burano, and Torcello.

“We need to find a new balance between the tourists and residents,’ Simone Venturini, the city’s top tourism official, told AP News. “We need to safeguard the spaces of the residents, of course, and we need to discourage the arrival of day-trippers on some particular days.”

During this trial phase, the fee only applies to the 29 days deemed the busiest—between April 25 and July 14—and tickets will remain valid from 8:30 am to 4 pm. Visitors under 14 years of age will be allowed in free of charge in addition to guests with hotel reservations. However, the latter must apply online beforehand to request an exemption. Day-trippers can also pre-pay for tickets online via the city’s official tourism site or snap them up in person at the Santa Lucia train station.

“With courage and great humility, we are introducing this system because we want to give a future to Venice and leave this heritage of humanity to future generations,” Venice Mayor Luigi Brugnaro said in a statement on X (formerly known as Twitter) regarding the city’s much-talked-about entry fee.

Despite the mayor’s backing, it’s apparent that residents weren’t totally pleased with the program. The regulation led to protests and riots outside of the train station, The Independent reported. “We are against this measure because it will do nothing to stop overtourism,” resident Cristina Romieri told the outlet. “Moreover, it is such a complex regulation with so many exceptions that it will also be difficult to enforce it.”

While Venice is the first city to carry out the new day-tripper fee, several other European locales have introduced or raised tourist taxes to fend off large crowds and boost the local economy. Most recently, Barcelona increased its city-wide tourist tax. Similarly, you’ll have to pay an extra “climate crisis resilience” tax if you plan on visiting Greece that will fund the country’s disaster recovery projects.

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