Rihanna for Men's Spring-Summer 2024 LOUIS VUITTON Collection campaign
In his first campaign for Louis Vuitton, Pharrell Williams ignites his vision for the Maison with the new Speedy: an adaptation of the emblematic Speedy bag contextualised in imagery featuring Rihanna photographed by Keizō Kitajima and Martine Syms.
The campaign serves as an offset to the creative direction of Pharrell Williams at the Louis Vuitton Studio Prêt-à-Porter Homme. Released in tandem with the Spring-Summer 2024 Men’s Show, it employs thought-provoking imagery not simply as an illustration of the collection but as part of the proposal itself. The image is an artefact created to alter perceptions, challenge history, and evolve an existing legacy. Personified by a pregnant Rihanna – a symbol of human empowerment and the quintessential everyday icon – the men’s campaign reflects the re-contextualisation at the core of Pharrell Williams’ approach to the Maison.
Imbued with real-life sensibilities, the new Speedy honours the trapezoid lines of the classic Speedy but appears in supple grained calf leather lined in the finest lambskin. The softened construction enables the bottom of the bag to collapse and drape the way it would through everyday wear and gestures. The silkscreen-printed Monogram induces a blurry, artisanal and almost hand-painted effect, rendered in several colours across nine dimensions.
The campaign was styled by Cynthia Lu and Matthew Henson, both long-time collaborators of Pharrell Williams. In the lead-up to the show, a campaign teaser graced the façade of Musée d’Orsay