ABSTRACT

Louis Vuitton’s Fall/Winter 2024 Men’s collection reinterprets American dandy and cowboy-inspired workwear through luxury craftsmanship. Featuring elevated western staples like blanket coats, denim, and chaps, the collection also revives classic Vuitton silhouettes in bold, modern ways. Collaborations with the Dakota and Lakota Nations and American Boot Manufacturer Timberland add cultural depth and authenticity, while historical references to 17th–19th century America ground the collection in a rich narrative of the American frontier.

SETTING

Set in Paris’s Jardin d’Acclimatation, Pharrell Williams transformed the runway into a cinematic homage to the American West. With sweeping visuals of canyons, plains, and mountains, warm lighting that transitioned to snowfall, and rustic metal homes, the show evoked a romanticized version of “Paris, Virginia.” This immersive scenography reflected the collection’s rural American inspiration and Louis Vuitton’s enduring spirit of travel.

INSPIRATION

DSQUARED2

CHANEL

CALVIN KLEIN

RALPH LAUREN

OFF-WHITE

Drawing from classic Americana and Native American heritage, the collection revisits western wear through a luxury lens. Though designers like Ralph Lauren, Karl Lagerfeld at Chanel (2013), Raf Simons at Calvin Klein, and Virgil Abloh at Off-White have explored similar themes, Pharrell Williams distinguishes this vision of cowboy staples, heavy Native American influences, and fuses it with Louis Vuitton’s core principles and values—

Innovation, the spirit of Travel, Authenticity, and Savoir-Faire Craftsmanship.

“When you see cowboys portrayed, you only see a few versions. (…) In reality, they look like us, they look like me, they’re black, they look Native American. We are here to tell stories and give a platform to the destinations we go to and how they inspire us, not to take anything or appropriate.”

- Pharrell Williams

(GQ, 2024)

KEY LOOKS

TAKING A CLOSER LOOK

GUESTS IN ATTENDANCE

KEY TAKEAWAYS

BY DRAWING INSPIRATION FROM RURAL VIRGINIA AND THE CLASSIC COWBOY AND WESTERN ICONOGRAPHY OF AMERICAN HISTORY, PHARRELL WILLIAMS’ TAKE ON "LUXURY AMERICANA" SHINES THROUGH IN ITS INTRICATE AND FINE DETAILS. MANY PIECES IN THE COLLECTION FEATURE TURQUOISE BEADING OR EMBELLISHMENTS, INTRICATE HAND PAINTED DETAILS, DETAILED EMBROIDERY, AND VARIED ELEGANT TWISTS ON CLASSIC AMERICAN STAPLES.

THESE WERE ALL SHOWCASED ON STYLES TRADITIONALLY WORN OUTDOORS, HAVING THE ABILITY TO WITHSTAND MOST HARSH CONDITIONS, FURTHERING THE IDEA OF ‘AMERICAN DANDY’ AS DESCRIBED IN THE SHOW NOTES. BY COMBINING THE ORNAMENTAL ROOTS OF LOUIS VUITTON, WILLIAMS’ PERSONAL BACKGROUND, AND AN ABUNDANCE OF INSPIRATIONS, WILLIAMS AMALGAMATES THESE SIMILAR YET OPPOSITIONAL IDEALS TO CREATE A BEAUTIFUL DISPLAY OF AMERICAN LUXURY.

RESEARCH CITED

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