A pregnant woman as the face of a menswear campaign? Groundbreaking. No sarcasm, it truly is. Just leave it to the one and only Rihanna, who can take this challenge and more. In support of her friend Pharell, the new creative director of Louis Vuitton Men, the Barbadian superstar fronts the French Maison’s Spring/Summer 2024 campaign shot by legendary Japanese photographer Keizo Kitajima and multi-hyphenate artist Martine Syms.
Last week, Pharrell Williams debuted as the new creative director of Louis Vuitton Men with a star-studded runway show at Paris’ emblematic Pont Neuf (see our review here). Pixelated prints, the Damier monogram emblazoned all over (from jackets to pants, to shirts, coats, bags, and hats), and a sense of playfulness were some of the main takes from the collection. Now, the French House reveals the images from the campaign starring Rihanna.
Shot in the streets of Paris à la paparazzi style, the campaign features the singer-turned-businesswoman carrying her own baby in her belly and some more in her arms: one, two, three, four… We’ve lost count, but many, many Speedy bags. One of the most emblematic Louis Vuitton handbags takes centre stage in the campaign in different vibrant colours from red to yellow and blue, as well as in different sizes. It doesn’t matter whether you’re attending a glamorous evening party or escaping for an entire weekend, there’s a Speedy for every occasion.
Inspired by the vibrant energy of NYC’s Canal Street during his formative years, Pharrell has taken the Speedy handbag as an emblem that combines the aesthetics and attitude of the famous Lower Manhattan street with Louis Vuitton’s centenary savoir-faire and tradition. Styled by Cynthia Lu and Matthew Henson, the S/S 2024 campaign is colourful, fun, and daring, and gives us a hint of the direction the House will take in the future with Pharrell at its helm.
