Runway
Louis Vuitton: Pharrell Williams Rides the Wave
A monumental artificial wave and a surf-culture wardrobe opened Paris Men's Fashion Week in style.
Pharrell Williams opened Paris Men's Fashion Week on 23 June with a set that swallowed the room whole: a monumental artificial wave and a sand-covered runway at the Cité Internationale Universitaire de Paris, timed almost too neatly to coincide with a punishing Paris heatwave.
The Spring/Summer 2027 collection brought surf culture, skateboard nostalgia and Williams's own Virginia Beach upbringing into Louis Vuitton's luxury vocabulary: faded and distressed denim, board shorts reworked into tailored trousers, sun-drenched Alma bags and updated monogram sneakers dubbed the Combi. A front row stacked with Missy Elliott, Skepta and Jeremy Allen White underlined the show's cultural reach, while a new Pharrell-produced soundtrack featuring Future and Lil Baby did the rest.
Beneath the spectacle sat a quieter message about water conservation, tied to LMVH-backed environmental projects proof that even Vuitton's biggest theatrical swings now come with a cause attached.
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About the author
Anaelle Lise
Fashion editor and writer covering design, image-making and the creative networks connecting Southeast Asia.
