Pharrell Takes To The High Seas For Louis Vuitton Pre-Fall 2024

The first drop of the Louis Vuitton Men's Pre-Fall 2024 collection is available in stores now.

This week Louis Vuitton unveiled a nautical-inspired campaign to mark the first release of Pharell’s premier Pre-Fall collection. Steeped in maritime imagery and bohemian splendour, the collection draws on the idea of travel as a connective force as the brand explores various subcultures from Hawaii to Hong Kong.

Split into two drops (the other to be announced in the coming weeks), the collection debuted on the runway last November, when the French fashion house transported the global fashion crowd to Hong Kong for Pharrell’s first-ever Pre-Fall collection for Louis Vuitton. 

The show emphasised the importance of Pharrell’s community, inviting a mix of Hawaiian surfers, local models and friends of the brand to model the collection, a theme that carries through to the campaign. Lensed by photographer Leslie Zhang and set on a vast boat under a grey sky, the campaign features a range of models including Ayden Williams, Carlisle Aikens, Joey Lanham, Martial Crum, and Yuhi Miyahara, each doubling as skateboarders, surfers and designers. 

Dressed head-to-toe in pieces from the Pre-Fall 2024 collection, each model exudes the nautical, preppy and bohemian surfer sensibilities that define the collection. The campaign features two distinctly branded varsity jackets, a tailored pinstripe suit, a full linen set with a matching sailor hat, softly held leather pieces and more. An original track titled ‘Airplane Tickets’ by Pharrell Williams, Swae Lee and Rauw Alejandro makes a grand return following its debut at the runway show in Hong Kong. Check out the campaign video here.

The first drop of the Louis Vuitton Pre-Fall 2024 collection is available in stores now.


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