The French luxury house has unveiled its first campaign under the new creative direction of Pharrell Williams, featuring none other than Rihanna as the star. The campaign, which was shot by Keizō Kitajima and Martine Syms, showcases the brand’s new Speedy bag, inspired by Canal Street in New York City.
Pharrell Williams was appointed as the creative director of Louis Vuitton’s menswear in February 2023, following the tragic death of Virgil Abloh in November 2021. Williams, who had a long-standing relationship with Abloh and the brand, was chosen to carry on the legacy of innovation and inclusivity that Abloh had established.
Williams made his debut with a spectacular show at the Pont Neuf Bridge in Paris in June 2023, presenting his Spring/Summer 2024 collection. The show featured a diverse cast of models, celebrities, and friends of the designer, such as Jaden Smith, Rosalía, Kid Cudi, and Naomi Campbell. The collection was a celebration of Williams’ personal style, influences, and vision, blending streetwear, tailoring, sportswear, and luxury.
Rihanna: The Ultimate Muse
Rihanna, who is a close friend and collaborator of Williams, was the natural choice to be the face of his first campaign for Louis Vuitton. The singer, entrepreneur, and philanthropist is also pregnant with her first child, adding another layer of significance to the campaign.
In the campaign images and video, Rihanna is seen carrying various versions of the Speedy bag, which is an adaptation of Louis Vuitton’s iconic silhouette that was first created by Gaston-Louis Vuitton in 1930. The new Speedy is a homage to Canal Street, where Williams first encountered luxury goods as a young man. The bag features vibrant colors, graffiti prints, and patchwork details, reflecting the street culture and energy of Lower Manhattan.
Rihanna is dressed in all-black outfits, contrasting with the colorful bags and the urban backdrop. She is also wearing sunglasses, jewelry, and shoes from Louis Vuitton’s Spring/Summer 2024 collection. According to the brand, Rihanna is “a symbol of human empowerment and the quintessential everyday icon”.
A Celebration of Friendship and Creativity
The campaign, which was unveiled on December 1, 2023, marks the beginning of a new chapter for Louis Vuitton and Pharrell Williams. The campaign also coincides with the release of Rihanna’s ninth studio album, which features a collaboration with Williams. The album, titled R9, is expected to drop on December 15, 2023, and is one of the most anticipated music events of the year.
The campaign is a testament to the friendship and creativity of Williams and Rihanna, who have worked together on several projects in the past, such as N.E.R.D’s comeback track “Lemon” in 2017, and Rihanna’s Fenty Skin line in 2020. The duo also share a passion for philanthropy, as they both support various causes and organizations, such as Williams’ Black Ambition initiative and Rihanna’s Clara Lionel Foundation.
The campaign is set to appear on billboards, magazines, and social media platforms worldwide, as well as on Louis Vuitton’s official website and stores. The Speedy bag and the rest of the Spring/Summer 2024 collection will be available for purchase in January 2024.