Pharrell Is Louis Vuitton’s New Men’s Creative Director
The celebrity to creative director career trajectory is heating up
So, you’ve all heard the news by now, Pharrell Williams has been named the new Louis Vuitton Men’s Creative Director. It’s an interesting choice and for LVMH it makes sense even if the industry is split over the decision.
“I am glad to welcome Pharrell back home, after our collaborations in 2004 and 2008 for Louis Vuitton, as our new Men’s Creative Director. His creative vision beyond fashion will undoubtedly lead Louis Vuitton towards a new and very exciting chapter,” said Pietro Beccari, Louis Vuitton’s Chairman and CEO.
Pharrell Williams is a tastemaker, a trendsetter, and everything in between. His style evolution has been documented for decades, and he’s been an inspiration across industries - whether that's music, art, design or fashion spaces. He’s been able to create a distinctive and recognisable brand in and of himself, the Pharrell Williams brand.
And how has he done this?
Through his Billionaire Boys Club label launched in 2003 in partnership with Nigo, the current creative director at Kenzo, to his ongoing Adidas collaboration, Humanrace, that spans clothing and footwear, to his past collaborations with Bape, G-Star, Moncler, Tiffany and Co., Richard Mile, Chanel and his LV hook-ups back in the early noughties, Pharrell has shot straight to the top at Vuitton because he’s been a part of the fashion scene for years now.
Culture first and foremost
First and foremost, Pharrell is embedded in global culture.
His work spans not only music, but it also intersects with fashion, art and design which has allowed him to become a culturally credible figure that people will flock to and gather around.
And for Louis Vuitton, they need a person at the helm of the brand that can marry high and low culture and dictate the conversation in a crowded and noisy fashion sector, they need a leader that can create runway shows, global campaigns and unexpected collaborations that are a part of culture and get people talking.
Curators over designers
A lot of the pushback and criticism over Pharrell’s appointment was the fact that he’s not a formally trained designer.
And yes, Vuitton could have appointed someone who has more experience in the industry, or they could have gone with an emerging and talented designer such as Grace Wales Bonner or Martine Rose, which would have set a great precedent for designers on the come up.
But Louis Vuitton doesn’t need someone who’s formally trained and knows how to cut and sew - they have an in-house design team for that. They need a curator that can generate brand hype, a curator that can create a media spectacle, and they need a creator that can flex their creativity to give LV a cross-sector appeal. And they’ve decided that person is Pharrell Williams. Let’s see what he can do.
What do you think of the celebrity to creative director career trajectory? Do you think celebrities have what it takes to make their mark at luxury fashion labels? And can celebrity creative directors have a lasting impact in fashion?