28th June 2023

Louis Vuitton Men’s SS24 Campaign

Music royalty combines with with fashion royalty for SS24. By THE FALL

If you were lucky enough to be in Paris for Pharrell Williams’ debut show at Paris Fashion Week recently, you might have caught a teaser for this new vision gracing the façade of the grand Musée d’Orsay.  Now, just days after the show, we have the full Louis Vuitton men’s SS24 campaign to enjoy.  And, if you yourself are also a legend of music, why wouldn’t you enlist one of your music icon contemporaries to front your first campaign?

And so we have Rihanna, in full bloom, captured by the creative eyes of fashion photography duo, Keizō Kitajima and Martine Syms, and styled by long-time Williams collaborators Cynthia Lu and Matthew Henson.  Shot day and night on the urban streets of NYC’s Lower Manhattan, the images focus on our star and new adaptations of LV’s famed Speedy bag – one of the first bags Williams ever owned and a personal favourite of Audrey Hepburn.  The atmosphere in the images is of a cultural energy, creativity and luxury that picks up the challenge right where Virgil Abloh left it.

Each version of the Speedy features the familiar silkscreen-printed, all-over LV monogram pattern, with head-nodding colours ranging from lemon yellow and bowling lawn green to vibrant, bouncy red.  For the new Louis Vuitton, the Williams vision also re-contextualises concepts on a menswear campaign with a heavily pregnant Rihanna acting as the muse.  Coffee in hand, navigating the streets of New York and arms overflowing with Speedies, her narrative is carried through to the accompanying campaign film as we follow our star on her seemingly unknown journey.

For nearly a century, the Speedy has had many artistic interpretations, but this time the new iterations are about to mark the start of a special new era.

For more information on the Louis Vuitton Men’s SS24 campaign, click here

Click here to read our review of the Louis Vuitton men’s SS24 show from Paris Fashion Week

More in The Fashion...