Unveiling the allure: China's affection for Pharrell Williams

15 Dec 2023

The creative force behind Louis Vuitton's menswear visited Chengdu, Shanghai, and Beijing, following the maison's spectacular show in Hong Kong. A monumental inflatable sculpture, showcasing Louis Vuitton's iconic Speedy handbag in a striking red hue, has captivated social media since its journey along Shanghai's Huangpu River began on December 2.

The extraordinary installation was displayed on a cargo ship navigating a circular route. A parallel presentation of the Louis Vuitton Speedy Bag also adorned the courtyards of the Louis Vuitton Zhangyuan boutique in Shanghai and The Hall, Louis Vuitton's premier restaurant in China, at Chengdu Taikoo Li. Also, the new Speedy campaign starring Lebron James has been mounted in Shanghai’s city center.

This marketing spectacle coincided with the mainland visit of Pharrell Williams, the creative force behind Louis Vuitton's menswear, following the maison's spectacular show in Hong Kong.

As anticipation surrounding the show and interest in Williams' unexpected sojourn in China built, critical questions emerge: How have the creative maestro's collections been received by fashion aficionados in China? Does Louis Vuitton's new menswear creative director resonate with the maison’s Chinese clientele?

Before his mainland visit, Chinese audiences watched Williams' presentation of Louis Vuitton's pre-fall 2024 collection on Hong Kong’s famed Avenue of Stars. Livestreamed across local digital screens and the brand's social channels, the spectacular show generated considerable social buzz, accumulating a total viewership of 175.7 million across various platforms.

In collaboration with the renowned retail destination K11 Musea, Louis Vuitton transformed Hong Kong's Avenue of Stars into a captivating runway. The event was a nod to the cultural significance of Hong Kong and its profound contribution to East Asian pop culture.

The members of Chinese boy group TNT made an entrance in head-to-toe looks featuring the latest edition of the Speedy Bag in different colors. The front row also boasted luminaries from the realms of fashion, film, and art, including actors Chow Yun-fat, Aaron Kwok, Louis Koo, Zhu Yilong, Dylan Wang, Simon Gong, Bai Jingting, Justin Huang, and the members of TNT.