January 2024, London – To celebrate the launch of Pharrell Williams’ first collection since taking the helm as Louis Vuitton’s Men’s Creative Director, Louis Vuitton lands in Selfridges, in each of the façade’s windows and installing LOUIS VUITTON LOVERS at Selfridges within The Corner Shop from 4th January until 7th February 2024.
Over five weeks, the ceremonial joy of the Paris Fashion Week show is transported to the iconic London department store as an amalgamation of the Creative Director’s eclectic vision and Louis Vuitton’s long history of merging creative universes.
What will you do when the sun shines on you?
As an anchor of the Spring-Summer 2024 men’s show, the sun imbues the sartorial soul of the collection, creating optimism and paving the way towards a new direction. Through graphic rays and a warm palette, the sun gives rise to sixteen of Selfridges’ windows, this time spelling out the question “What will you do when the sun shines on you?” against a sunset orange to yellow gradient developed as an exclusive colourway for Selfridges and in synergy with Selfridges signature Pantone 109 shade.
LOUIS VUITTON LOVERS at Selfridges
Pharrell Williams’ unique and distinctive vision gives rise to the reimagining of The Selfridges Corner Shop. Taking inspiration from the Maison’s iconic Damier chessboard graphic, the collection’s pixelated Damoflage print creates a contemporary take on Louis Vuitton’s 1888 heritage pattern. A curated edit of Pharrell Williams’ first Louis Vuitton collection can be found at LOUIS VUITTON LOVERS at Selfridges within The Corner Shop. Set against the backdrop of a Parisian landscape, an exclusive offering of Louis Vuitton’s iconic Speedy is reinterpreted by Pharrell Williams in Monogram Leather and Damier Pop.
The LOUIS VUITTON LOVERS at Selfridges experiential space features clusters of cubes to mimicking the pixelated Damoflage & Damier Pop prints of the collection. Through this cubic display, the breath-taking Pont Neuf, the oldest bridge in Paris, is reimagined, transporting you to Pharrell Williams’ first Louis Vuitton show location. Clients are brought to the Parisian spectacle while the show is streamed within the space. Dandy-like mannequins appear as though casually walking the streets of the city, bathed with the show music from under the four arches, including the track “Joy” featuring Pharrell Williams by Voices of Fire, the choir assembled by Pharrell William’s uncle, Bishop Ezekiel Williams.
Throughout the takeover, Louis Vuitton bridges fashion, music and community with thoughtful event programming at LOUIS VUITTON LOVERS at Selfridges, with additional touchpoints taking place across the city.
About Selfridges
Founded in 1909, luxury department store Selfridges is a landmark destination that’s always providing new ways to surprise and amaze its customers in line with its vision to reinvent retail and purpose of imagining and creating a more sustainable future. From in-house cinema, restaurants, bars and skate bowl, to an extraordinary cultural program and ever-evolving roster of collaborators, Selfridges is a creative playground to discover and share new ideas. With 4 stores across 3 major UK cities: London Oxford Street, Manchester Exchange Square, Manchester Trafford, and Birmingham, alongside its digital offer at Selfridges.com, Selfridges is the only department store to be named Best Department Store in the World four times, and was also named ‘Best Retailer’ at the Positive Luxury Awards in 2020.
About Louis Vuitton
Since 1854, Louis Vuitton has brought unique designs to the world, combining innovation with style, always aiming for the finest quality. Today, the Maison remains faithful to the spirit of its founder, Louis Vuitton, who invented a genuine “Art of Travel” through luggage, bags and accessories which were as creative as they were elegant and practical. Since then, audacity has shaped the story of Louis Vuitton. Faithful to its heritage, Louis Vuitton has opened its doors to architects, artists and designers across the years, all the while developing disciplines such as ready-to-wear, shoes, accessories, watches, jewellery and fragrance. These carefully created products are testament to Louis Vuitton’s commitment to fine craftsmanship.