Louis Vuitton has unveiled its full latest ad campaign, with the radiant Rihanna at the forefront, revealing the creative vision of their new men’s creative director, Pharrell Williams.
As the giant billboard on the Musée d’Orsay teasing the campaign ahead of Williams’ debut runway show in Paris already hinted, there is a compelling narrative behind this collaboration. Rihanna’s pregnancy is at the center of the campaign, embodying human empowerment and subverting traditional narratives. She serves as the quintessential icon that brings Williams’ vision to life, challenging history and breathing fresh air into Louis Vuitton‘s rich legacy.
At the heart of this narrative, both figuratively and literally, is the reimagined Speedy bag, one of the first bags Pharrell owned. A classic piece first conceived by Gaston-Louis Vuitton in the 1930s, the Speedy bag’s latest iteration beautifully represents Pharrell‘s understanding of luxury, rooted in the vibrant and diverse streets of Lower Manhattan’s Canal Street.
It’s not just about changing the design; it’s about challenging perceptions. The reimagined Speedy maintains its trapezoidal lines but adds a supple grained calf leather and a unique silkscreen-printed Monogram. This combination gives it a blurry, artisanal, almost hand-painted effect, resulting in an everyday icon that’s perfect for any lifestyle.
Shot by photographers Keizo Kitajima and Martine Syms, the campaign paints an artistic panorama of Rihanna, the reimagined Speedy, and other Louis Vuitton pieces masterfully crafted by Pharrell. Cynthia Lu and Matthew Henson, Pharrell’s creative allies, brought their styling prowess to the shoot, ensuring each element was perfectly in place to encapsulate the vision.
Sporting her beautiful baby bump, Rihanna adds depth to the campaign by strolling through the city streets with the brightly hued Speedy bags. Not to be left behind, Pharrell has also been seen proudly showcasing the Speedy bag at several men’s fashion week shows in Paris, from Junya Watanabe to Kenzo, Dior and Loewe.
Read more: Louis Vuitton Spring/Summer 2024 – Paris Fashion Week Men’s
