Cover Pharrell Williams at the Louis Vuitton men’s pre-fall 2024 show in Hong Kong on November 30 (Photo: courtesy of Louis Vuitton)

Louis Vuitton menswear’s creative director tells us why it’s exciting to bring the men’s pre-fall 2024 show to Hong Kong, and the inspiration behind the collection

It’s not an exaggeration to say that the Louis Vuitton men’s pre-fall 2024 show was one of the most-anticipated fashion events of the year for Hong Kong. It has been a long while since a major luxury house has held a show in the city, so it was a special honour for the city to host creative director Pharrell Williams’s sophomore collection, after the multi-hyphenate star took the helms of the maison’s menswear line on February 14, 2023.

At his debut show in June, Louis Vuitton closed down the Pont Neuf in Paris, with mega-celebrities such as Beyoncé, Jay-Z, Rihanna and A$AP Rocky gracing the event. For his next collection, Pharrell choosing Hong Kong as the venue is fitting for several reasons—not only does Louis Vuitton have a long relationship with the city (the first LV store opened in Tsim Sha Tsui in 1979), but Pharrell himself has a special connection to Hong Kong, having travelled here during Art Basel in March this year to launch a high jewellery collection in collaboration with his auction platform Joopiter.

In case you missed it: Pharrell checks all the right boxes with his Louis Vuitton debut

The venue for the showcase was Avenue of Stars in Tsim Sha Tsui—which some see as Hong Kong’s answer to Hollywood’s Walk Of Fame. On the night, Louis Vuitton took over the waterfront promenade and converted it into a Hawaiian beach. Around 1,200 guests, including Hong Kong film legend Chow Yun-fat, Canto-pop legend Aaron Kwok, Mirror member Anson Lo and other eminently recognisable faces of the region, were invited to experience the immersive fashion show.  

The iconic Victoria Harbour skyline became part of the show too. An impressive drone show showcasing Hong Kong symbols, Louis Vuitton’s motifs, as well as phrases like “LV Lovers” etched across the sky closed the show on a high. “Let me tell you: the Hong Kong government could not have been nicer to us. This has been a seamless experience for us,” said Pharrell, prior to the show. “They wanted us here and they’ve been incredibly supportive in every way.”

We sat down with Pharrell to discuss his love for Hong Kong and how Virgil Abloh, the late creative director of the house, has inspired him.

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Photo 1 of 13 Chow Yun Fat and Jasmine Tan attends the Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 2 of 13 Aaron Kwok attends the Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 3 of 13 Louis Koo attends the Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 4 of 13 Song Joongki attends the Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 5 of 13 Felix of Stray Kids attends the Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 6 of 13 Karena Lam attends the Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 7 of 13 Sho Hirano at the Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 8 of 13 Dylan Wang attends the Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 9 of 13 Hins Cheung attends the Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 10 of 13 Anson Lo of Mirror attends the Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 11 of 13 Edan Lui of Mirror attends the Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 12 of 13 Ian Chan of Mirror attends the Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 13 of 13 Jeffrey Ngai attends the Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)

Pharrell on his love for Hong Kong

“It’s a pleasure to be here in Hong Kong. Just seeing everything that the culture has gone through ... people here have gone through a lot. And my Asian siblings have been good to me over the past almost 30 years of my professional career—the ups and downs just always champion me and never leave on my side. So when I got this appointment, of course I wanted to come here.

Hong Kong is a major artery in the world, and in the world’s economy. To be here after [three-and-a-half years of the city being cut off by the pandemic], to now being slingshot into an energetic flow is an honour. It just feels serendipitous we get to have this show while you guys are on this rise. It’s not that you don’t have your challenges. But for everything that you went through, I feel it in the citizens and the businesses coming back because the business doesn’t work if the citizens are not ready for it. The citizens want it. So the business owners are doing well, and you’re on this uptick. I’m watching it happen, this is your moment.”

Read more: Pharrell Williams on coming to Art Basel Hong Kong, his new project and how objects hold energy

Pharrell on the inspiration behind the Louis Vuitton men’s pre-fall 2024 collection

“It was inspired by the idea of a Hong Kong businessman, who’s decided to spend a week or so in Hawaii for a vacation or resort holiday. But in the middle of this trip, he has to go back to Hong Kong for one day for a meeting that he couldn’t move.

And the archetypes that we chose were like a sailor. And then someone in the other archetype was somebody who’s on holiday. And there’s a lot of floral inspiration … a deep-dive into exotic colourways, interesting pairings of colours. The silhouette you’re going to see is consistent with what I’m infatuated with when it comes to formal, which is future of chic, which is dandy. There’s a lot of dandy and the sailor silhouette and the resort holiday silhouette.”

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Photo 1 of 4 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 2 of 4 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 3 of 4 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 4 of 4 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)

Pharrell on the legacy of Virgil Abloh

These [fashion] legacies are something that I always want to hold up and always want to give reverence to. I started with Marc Jacobs 20 years ago, when he first invited us to his studio. And then 19 years ago, we put out the sunglasses. And there’s a photo of Kanye, Virgil and myself, and they’re wearing the Millionaires [sunglasses]. Never in a million years did I ever think that I would do anything after the sunglasses. [But] then we did a campaign with [Louis Vuitton]. And then we did jewellery, for me that was that was the greatest thing ever. That was it.

So when he [Virgil Abloh] got the appointment, it was intrinsically tied together. This is crazy. We’ve both been here. I continue to be so proud of everything that he did.

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Photo 1 of 11 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 2 of 11 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 3 of 11 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 4 of 11 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 5 of 11 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 6 of 11 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 7 of 11 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 8 of 11 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 9 of 11 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 10 of 11 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)
Photo 11 of 11 Louis Vuitton men’s pre-fall 2024 show (Photo: courtesy of Louis Vuitton)

I’m going to tell you how this all ties together. When we did a music festival in Virginia Beach: we did three days and on a Saturday night, I closed on one stage, and Virgil closed on another stage. He came from Paris to Virginia. And when I got appointed, I’m from Virginia, and we went to Paris. In Virginia, our state of slogan or mantra is Virginia is for lovers. So when you see lovers [LV lovers slogan] tonight, that is where all this started.

I went to his last show in Miami, after he had passed away, and I live in Miami myself. So I was at that show. I didn’t think anything of it, and two years went past. And then I got that call [to be Louis Vuitton’s creative head for menswear]. So when you mentioned him, I just need you to know how much of a connection there is, with our history, how it just intertwines over the last 20 years, and how honoured I am and I will always give reference to our brother. So yeah, [my work] is always a nod to him.”

Pharrell on his new Paris music studio

“I’ve probably done more music, more songs than I probably ever have in my life. I started a little bit in January, music-wise, it’s just been beyond productive. Paris continues to inspire me. Yes, you will hear music tonight.”

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