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February 23, 2023
In a victory to inspire the design experience, Louis Vuitton last week won the 13-time Grammy Award. Pharrell Williams is responsible Men’s clothing line.
Despite having no training in design, the American rapper and music producer is known for his influence on streetwear and sneaker culture, founding streetwear brand Billionaire Boys Club and collaborating with Nike, Adidas, Chanel and others.
Celebrity creative collaborations with Rihanna, Jennifer Lopez, Beyoncé and Ye (formerly Kanye West) are among those to break, but Williams’ appointment reflects the continuing intertwining of fashion and entertainment. The success of runway shows is increasingly due to their ability to go viral.
Mr Williams is expected to elevate Vuitton’s positioning as a “traditional” brand under his late predecessor, Virgil Abloh. WWD “He is widely credited with elaborating the role of creative director to something closer to a supervisor.
Cultural experts saw Mr. Williams’s hiring as a sign of fashion’s increased love of celebrity.
Top critic Robin Givhan wrote, “The change has taken some of the magic out of fashion.” The Washington Post. “It eliminated any intimacy and limited personal expression. It’s all about product and messaging.
“Make no mistake—Pharrell is definitely creative,” says Cozette McCreary, a fashion consultant and advisor to several high-profile brands. Financial Times. “He will have a great team and I have no doubt that his sets will sell out. Personally, I find it a shame that being a pop celebrity is what gets you a job, not years of studying in colleges or on the job.
to speak Vogue business, Menswear consultant and designer Joseph Kiefer said the appointment would help make Louis Vuitton “loud, exciting and talked about,” but shared concerns about nurturing up-and-coming design talent.
He said: “As a fashion designer we seem to continue to lose weight in that role. He feels creative directors will continue to be more of a marketing role at certain houses. That’s a shame and a tough pill to swallow, but it’s the evolution of the business.”
Discussion Questions: Is the appointment of Pharrell Williams as Men’s Creative Director more positive or negative for Louis Vuitton? When fashion creative directors are leading viewers on designers and is that a healthy fashion trend?
“I’m sure LV will get an initial pop with Mr. Williams at the helm of design, but how long will he stay 100 percent with the brand and the company?”
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