Pharrell said, “life’s a (virtual) beach” for Louis Vuitton Men’s Pre-Fall 2024 

Pharrell said, “life’s a (virtual) beach” for Louis Vuitton Men’s Pre-Fall 2024 

by Ollie Cox
4 min

Pharrell unveiled his sophomore collection for Louis Vuitton this afternoon on the waterfront of Hong Kong’s Avenue of Stars, revealing the French House’s Men’s Pre-Fall 2024 offering under a starlit night sky. 

Being a leader in technology and commerce, the East Asian city was the perfect location to host the enchanting display. Under the cover of the night sky models took to the catwalk, accompanied by an airborne drone display, which morphed and moulded to add an additional layer and narrative to the collection. This was combined with an LED-backlit floor, which transported attendees to the tranquillity of the beach, with virtual waves lapping the edge of the front row. 

Out of the gate, traditional menswear pieces took precedence. Crisp white double-breasted suits featured iridescent “LV” Damier branding. Underneath, models wore black ties, complimenting leather square-toed loafers, which were adorned with padlock charm detailing. Later looks comprised boxy leather car coats, accessorised with a hard case-like shoulder bag. 

Tailoring was triumphant throughout, blending tradition with trend-leading experimentation, seen in billowing open-neck collars and playful proportions. Pharrell paired short suits with knee-high leather boots, mirroring the utility-style footwear seen at harbours around the world. This nautical theme was continued in off-white and black sailor-like hats, which were worn off-centre with a range of looks, from immaculate white suits to oversized relaxed two-pieces. 

Headwear styles varied and included knitted berets, nodding to the luxury brand’s French roots. As was to be expected in the Pharrell-conceived offering, nods to the music and fashion mogul’s streetwear roots were peppered throughout, punctuating more traditional menswear looks. A heavyweight washed black zip-up hoodie and trouser combination was accented with gold detailing, emblazoned with a chain-like pattern, which added a contemporary spin on classic Louis Vuitton monogram branding. Later, iterations of the graphic were seen across denim shirts and short sets worn with fisherman sandals, continuing the waterside theme. 

Louis Vuitton ©

As it progressed, Louis Vuitton’s Pre-Fall 2024 menswear collection incorporated more beach-ready styles, accompanied by a sandy LED display underfoot. Floral print shirts featured camp collars and arrived in a range of hues. The collection was built on its playful bag and accessories collection, which saw a ukulele-shaped bag worn over a beige two-piece short-suit, completed with black fisherman sandals and white socks. 

Pharrell made waves when he took the helm at Louis Vuitton, and for his second collection with the brand, he wanted to ride them, too. An “LV” branded rash vest was layered with a black tailored jacket and neoprene shorts, accented with a full-sized surfboard, which was also completed with Louis Vuitton branding. While the owner of this instantly iconic accessory will likely never have this issue, it certainly gave us at home some peace of mind, as the beach-meets-boardroom look was reminiscent of the pre-flight layering we all do to save on weight restrictions (looking at you, Ryanair.) 

For a label like Louis Vuitton, which was initially founded as a luggage manufacturer, its bags were front and centre. We saw floral prints used on its classic Keepalls, Christopher backpacks, and Keepall Bandoulière 25 Bags. Later looks saw models carry blue, green and orange-hued floral print Sac Plat 24H Bags. 

Monogram suits were completed with wave patterns, with its wearers carrying denim-style Keepalls under-arm with leather crab keyrings bouncing with each step, furthering the nautical theme. As the look was seen on the runway, a series of drones flooded the sky, forming a wave-like structure, casting Pharrell’s creativity into the atmosphere for the masses to see. 

Overall, Pharrell’s sophomore collection for the legendary luxury fashion house was a perfect fusion of fashion and technology that felt at home in its Hong Kong location. It fused trajectory-changing designs with tradition and incorporated Pharrell’s streetwear-rooted fashion sensibility with an elevated menswear offering. The play with print, pattern and texture, set a solid precedent for things to come as we enter into the next fashion season.

Cover Image: @pharrell

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