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Pharrell’s High-Stakes Louis Vuitton Debut

The Paris men’s week show is expected to play a major role in LVMH’s plan to turn its biggest label into a more than €20 billion a year “cultural brand.” That, plus what else to watch for this week.
LVMH has tasked Pietro Beccari and Pharrell Williams with turning Louis Vuitton into a "cultural brand."
LVMH has tasked Pietro Baccari and Pharrell Williams with turning Louis Vuitton into a "cultural brand." (Getty Images)
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BoF PROFESSIONAL

On Tuesday, Pharrell Williams will show his first collection for Louis Vuitton at Paris men’s fashion week, one of the most hotly anticipated debuts in recent memory. Details are being kept under wraps, but the marketing machine is already in motion: last week, Williams posted an image to Instagram of himself standing in front of a Paris billboard featuring a pregnant Rihanna wearing Vuitton checkered print and holding multiple bags.

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About the author
Brian Baskin
Brian Baskin

Brian Baskin is Executive Editor at The Business of Fashion. He is based in New York and oversees BoF's beauty, retail, direct-to-consumer, technology, marketing and workplace verticals.

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