Pharrell Williams it’s a cat. Like a cat he is persuasive, mysterious, impassive. But at the same time fascinating. His voice a magical hiss, his gestures delicate. He welcomes us to his hotel a few hours before the show – his second in the role creative director of menswear at Louis Vuitton – which even before taking shape already boasts two records. Not only is Louis Vuitton showing its men’s Pre-Fall collection for the first time. But it’s also about the very first time that the fashion house shows in Hong Kong. In the room there is also the now famous Million Dollar Speedy Bagbut that’s another story.
«Being here is a dream that continues. I am incredibly honored to have been chosen for this role, these are opportunities that don’t come very often to people like me.”
Why Hong Kong?
«It was important to be here, after such a long quarantine of three and a half years which affected the economy and cultural life of this country. What you will see tonight is not only a reflection on the artistic and technological capabilities of the fashion house, but also a tribute to the government of Hong Kong and the beautiful Chinese people here. Who are ready, and are excited to get back to business, to work, to express themselves: you can feel this crazy energy in the air, right now. The Chinese government helped us a lot in this show: there are 5 or 6 government organizations that collaborated in making this show possible in this location. We feel lucky to be part of this wave.”
It cannot, in fact, be said that the place chosen for the debut in this city, in many ways – not least that of the turnover of many luxury brands, obviously including Louis Vuitton – fundamental, is not suggestive: it is from the Avenue of Stars of Victoria Harbour, a sort of Walk of Fame of the East, with the footprints of many celebrities who have made the cinema of this country great, which runs along the Tsim Sha Tsui seafront.
Do you have any personal and special memories of Hong Kong?
«I have performed here many times: when you are on tour you may not always be able to have a complete vision of what is happening in a place, but you can still savor the energy. In Hong Kong I have always captured the intensity of the cultural life, the art, the music, the creativity, the fashion and of course… well, the food! The energy here is unstoppable. And then I love places with humid climates: humidity is great for the skin.”
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What we will see parading on the catwalk in the evening, under a sky dotted with hundreds of games drones and in front of the skyline of the New York of the East, with the sea crossed by highly branded sailing ships, the pop star lent (so to speak, considering her commitment and undeniable talent) to fashion explains it to us with perfect synthesis.
The fashion house has entrusted the artistic direction of the men’s line to the singer-songwriter and producer, pulling off a great coup…
«From Hawaii to Hong Kong. Imagine a businessman from Hong Kong who goes on holiday to Hawaii, has been there for a few days and suddenly has to return to Hong Kong for a business meeting – just one day, and then flies back to the islands to finish his holiday ».
Between tropical plants, sand and ukulele players, the wardrobe on the catwalk, interpreted by a multicultural cast of models with heterogeneous and beautiful faces, is the perfect one to dress this story: dynamic, destined to tireless travellers (which, considering the vocation of the brand, is not a big surprise), full of details. That’s the basic theme nauticalwhich plays with the classic uniforms of the sailorsbut which also makes many references to the codes of surf. A taste is then grafted onto it dandy contemporary, which Pharrell personally claims. “I have an obsession with pearls,” he says. And in fact we find them as buttons, or recreating the stripes of beautiful coats.
To accompany the fashion show, a musical composition created ad hoc by the creative director Pharrell Williams x Swae Lee x Rauw Alejandro: it is called Airplane Tickets, and it is not difficult to predict that we will be able to listen to it in abundance in the coming months. Instead, there was one to applaud her host of celebrities Chinese whose fame, in all honesty, would be difficult for us to quantify. But from the screams of the hundreds of fans stationed diligently, but noisily, waiting for them, we understand that it is huge.
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But (much) of the credit for the success of this operation must also be attributed to the one who bet on Pharrell, even unexpectedlyto fill the void left by the untimely death of Virgil Abloh, or the Italian Pietro Beccari, since February 2023, President and CEO of Louis Vuitton. To some, the nomination of the global pop star seemed like a gamble.
LVMH’s climb to the top began seventeen years ago. Behind him, a career as President and CEO already for Fendi and Dior. Now, in the new chapter, Pietro Beccari «will take Louis Vuitton to the next level of success and desirability»
«I believe that a sliver of madness is needed in everything. Even and above all when doing this job. And then you have to take risks. There are no market tests that hold up. There’s Taylor Swift who says that “fearless” doesn’t mean not being afraid, but being afraid and throwing yourself anyway. I like her a lot.”
How did you come up with the idea of choosing Pharrell?
«I’ve always had it, you can ask my wife. We met in 2008, we have respected each other since then, we have become friends, two souls who have always understood each other to the fullest and when I had the opportunity I called him. It was December 2022: on February 14th she signed the contract. At first he didn’t believe it, he had an assistant call me back to make sure it wasn’t a joke. He was moved.”
How much does the importance of the luxury turnover in the East, and in particular here in China, influence style, perhaps to the detriment of Western taste?
«Zero, really. Both Pharrell and Nicolas Ghesquière (creative director of womenswear at Louis Vuitton, ed) are extremely free to create and do something trendy. The trend is now global, the local trend no longer exists. If we succeed, we will do so on a global level. If the good trend is created, there is no continent that will hold up.”
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In a word, what does the public expect from a luxury brand?
«Excitement and emotions. But they are two words… And then the surprise, which must always be given.”
Who is Louis Vuitton’s customer today?
«When you are a fashion house that makes the crazy figures we did last year, there are no longer limits to the customers you can have, you can no longer afford to think in categories. We are now more of a lifestyle, a cultural movement. With the addition of Pharrell this aspect is even clearer.”
How does it feel to be at the helm of one of the most important brands in the world?
«Honestly, I’m neither hot nor cold. I am what I have always been. I don’t realize it, I don’t think about it… I don’t really stop to think about it. Of course, it’s exciting to be able to do this job, I realize how lucky I am. But I don’t think I’m very special, I don’t brag about what I do. In the end you are judged by the results, not by the business card.”
Do you recognize something exquisitely Italian in your approach to work, especially in such a French company?
«I believe I am a bit of a prototype of Italianness: we know how to get people behind us, make inroads, be leaders who are not feared but respected, everywhere in the world. And then we are the best at making things simple, easy.”
Easy, like a perfect evening with 1200 guests on the most exclusive catwalk in Hong Kong.
Source: Vanity Fair
I’m Susan Karen, a professional writer and editor at World Stock Market. I specialize in Entertainment news, writing stories that keep readers informed on all the latest developments in the industry. With over five years of experience in creating engaging content and copywriting for various media outlets, I have grown to become an invaluable asset to any team.
