Welcome back to my last round of research! Throughout my blog posts I have researched and created a foundation for fashion and becoming a creative director, now how does that apply to our current culture and the future?
At the beginning of this research, we took a trip down memory lane. We explored the basis and history of some of the most influential fashion houses and their growth into common culture through their creative directors. One of the brands I admire and inspired me to do this inquiry question was the recent appointment of Pharrell Williams as the creative director of the Louise Vuittons Men’s line. His move from the music industry to the fashion industry was one of controversy and history which we will learn more about throughout the post.
For this blog post, I will be using current examples to talk more about the current culture of the fashion industry and the public’s reaction regarding it, as well as what it means for our future.
Firstly, before we begin on Pharrell Williams’s ascension as creative director, let’s compare his experience and work within the fashion industry and see what qualities he holds, and if he has any of the ones we discussed in some of the previous posts. Mr. Williams first began his venture into the fashion industry through his own creative and unique expressions. He was always found sporting an individualistic style with components that trademark who he is (this includes his infamous sunglasses and hat collection). Through his active role within the music industry, it was only a matter of time before that same passion transcended into the opposite end of the stick and the fashion world. Through his growth as an artist, his fashion style grew with him, the most influential being his boldness to mix both street-wear and high fashion jewelry and items into his everyday looks; an unheard-of combination. As his passion for fashion grew into something more, his business relationship with another iconic fashion figure, Nigo, who is also the founder of the brand ‘Bape’ sparked Williams’ interest in creating his own business (1).
Through a collaboration with Nigo, the Billionaire Boys Club (and its sister brand ICECREAM) was born. A brand which mixed Pharrell and Nigo’s passion for fashion while incorporating their personal and unique ideologies surrounding society, the brand is still running today with its own mass following. The brand itself is meant to cultivate ‘thought’ and shine a light on matters of humanity as opposed to capitalism with the slogan “WEALTH IS OF THE HEART AND MIND, NOT THE POCKET” as their trademark (2).
These findings not only indicate some of his expertise in the fashion industry but also give him the experience and motivation that some creative directors just simply lack. Throughout this research, we can see that Pharrell not only has a successful designer brand to show as a result of his hard work but also decades of fashion statements and trends that he has been setting long before he became the creative director at Louise Vuitton. Hence, although he doesn’t have any professional fashion background, he certainly has some experiences (and connections) that many fashion figures lack today. In fact, Louise Vuitton themselves reference his show of character in their official statement regarding the music celebrities move into the prestigious position, saying that “The way in which he [Williams] breaks boundaries across the various worlds he explores aligns with Louis Vuitton’s status as a Cultural Maison, reinforcing its values of innovation, pioneer spirit and entrepreneurship (3).”
After looking at his qualities and qualifications which make him certified for the job, let’s take a look at his results and what the true impact of having a ‘celebrity’ become a creative director means.
For his first-ever collection, the rambunctious musician turned creative director began the show with a bang, creating a standard for fashion runway shows that had never been done before. As an ode to the French brand, Williams had the show orchestrated on the famous Point Neuf bridge in pairs. The show-stopping runway was studded with celebrities as it wrapped around the famous river sein and not only a new twist on the famous Louise Vuitton monogram but a fresh new look, much like the director (4).
So what is the answer to my big question you may ask?
This show was not only a ground-breaking moment for fashion, but one to be remembered for the books because not only did Williams deliver, he surpassed almost everyone’s expectations. This moment will serve as a changing point because Pharrel showcased the message that fashion shouldn’t focus within its circle of generational names, but venture into a world of culture and talent that is beyond the walls of traditional seamstress and nepotistic fashion schools. In the future, this moment also serves as a reminder for fashion houses to become more comfortable with change, and embrace culture! The road that fashion seems to be growing into looks like a bumpy but rewarding journey of acceptance and representation, the best trajectory one could hope for (5).
Thank you so much for reading!!!
– Sanam M.
- How pharrell influenced fashion and why he will do it again at Vuitton: Istituto Marangoni. ISTITUTOMARANGONI. (n.d.). https://www.istitutomarangoni.com/en/maze35/industry/how-pharrell-influenced-fashion-and-why-he-will-do-it-again-at-vuitton#:~:text=Announcing%20Pharrell%20Williams%27%20appointment%2C%20Louis,it%20does%20not%20end%20there.
2. About: Billionaire boys club & icecream. Billionaire Boys Club. (n.d.). https://www.bbcicecream.com/pages/about
3. Fischer, B. (2023, February 16). Why Louis Vuitton’s choice of Pharrell Williams as Men’s creative director is so inspired. Forbes. https://www.forbes.com/sites/billfischer/2023/02/15/why-louis-vuittons-choice-of-pharrell-williams-as-mens-creative-director-is-so-inspired/?sh=101bf7fa6748
4. Chitrakorn, K. (2024, January 4). Louis Vuitton recreates Pharrell’s debut show for retail launch. Vogue Business. https://www.voguebusiness.com/story/consumers/louis-vuitton-recreates-pharrells-debut-show-for-retail-launch#:~:text=Pharrell%20Williams’s%20debut%20Louis%20Vuitton,star%2Dstudded%20show%20last%20summer.
5. Gonzales, T. (2023, June 21). Pharrell delivers a true pop culture moment at Louis Vuitton. https://www.harpersbazaar.com/fashion/fashion-week/a44269082/pharrell-williams-louis-vuitton-debut-show/
