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Agenda-setting intelligence, analysis and advice for the global fashion community.

Pharrell at Louis Vuitton: Has Luxury Outgrown Fashion?

Reactions to the brand’s move to appoint a non-designer as men’s creative director were mixed. But cultural strategies that stretch beyond fashion may be increasingly important to brands at Vuitton’s scale.
Pharrell Williams has been appointed men’s creative director at luxury’s biggest brand in the first big move by new CEO Pietro Beccari.
Pharrell Williams has been appointed men’s creative director at luxury’s biggest brand in the first big move by new CEO Pietro Beccari. (Getty Images)

It’s been 25 years since Marc Jacobs sent Louis Vuitton’s first-ever ready-to-wear look down the runway. The all-white, logo-free ensemble evoked the 150 year-old trunkmaker’s blank canvas in the fashion space, as well as recalling the toiles for draping and pattern cutting that were then filling the brand’s Pont Neuf headquarters for the first time.

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