Five days before presenting his first show for Louis Vuitton, artistic director Pharrell Williams unveils his new campaign, starring the Barbadian singer, all outdoors with a rounded belly.
The new man of Louis Vuitton is a woman, pregnant. A few days before his first show, Pharrell Williams, who was appointed artistic director of the luxury brand’s men’s collections in February, presents the first campaign. The surprise does not represent a man, but Rihanna, who is expecting her second child. In a photo posted on Pharrell’s Instagram account this Thursday, June 15, the singer appears with her arms full of monogrammed bags in all colors on top of a giant panel plastered on the facade of the Musée d’Orsay. The 50-year-old American also poses under a giant poster, offering herself a place in the foreground of this launch.
Video: Rihanna at Met Gala 2023
“data-script=”https://static.lefigaro.fr/widget-video/short-ttl/video/index.js” >
Break and Continuity
Pharrell Williams turned to longtime partner LVMH Group for this first campaign. In 2016, Rihanna made history for Dior (another brand that has been embraced by the group) by signing her first celebrity collaboration on a pair of glasses. In 2019, just months after appointing Virgil Abloh as head of its men’s collections, making him the first black man to achieve such a high position in the luxury world, the group also invested in Rihanna’s Fenty fashion label. And if LVMH decides to end it in 2021, it’s better to focus on star beauty and underwear with the success we know them to have. So when Pharrell Williams, who is responsible for taking over from Virgil Abloh (who died in November 2021), pushes Rihanna to the bill, his message crosses genre boundaries just as he conveys a message of continuity.
Source: Le Figaro
