Pharrell sends Vuitton surfing as Jeremy Allen White, Missy Elliott and Victor Wembanyama look on
PARIS (AP) — Pharrell Williams sent Louis Vuitton’s dandy surfer at star-filled Paris Fashion Week over a giant curling wave Tuesday, closing the opening day of menswear shows with a glass-walled camper, a moonlit set and a collection that put clothes ahead of spectacle.
A moon rose overhead, stars were visible above the runway, and beneath them came the wave: a barrel built tall enough to swallow the show.
It rose from a sandy outdoor set, spraying mist into the heat and giving the evening’s surf fantasy a practical appeal.
The front row had its own stars. Jeremy Allen White, Charles Melton, Future, Missy Elliott, Lola Young, Coco Jones, Quavo, Victor Wembanyama, Jackson Wang, BamBam and Finn Bennett were among the guests.
Out of the wave walked Williams’ surfer — sun-bleached, salt-worn and tailored for somewhere between shore and city.
For Louis Vuitton’s spring-summer 2027 men’s collection, surfing supplied the wardrobe: wetsuit textures, patched outerwear, weathered denim, beaded bombers, logoed surfboards and tailoring loosened by travel.
Since arriving at Vuitton, Williams has returned often to the dandy: elegant but easy, polished but relaxed.
This season, he sent him to the beach — or at least to the kind of beach reached after the boardroom, with luggage and cashmere in tow.
A silver camper, reimagined as a glass-walled habitat and parked among dunes, framed the Vuitton man on familiar house terrain: travel. Vuitton began with trunks, after all.
The clothes worked best when the surf references were handled lightly.
Technical wetsuits met tailoring fabrics, including functional diving pieces marked with Vuitton’s Monogram.
Weathered jackets looked already lived in.
Hoodies came sun-faded and salt-softened, with gilded LV drawstrings.
Denim and coats had shibori-like indigo effects. Bomber jackets were weighted with dense ropes of beadwork.
Williams’ trompe l’oeil effects also returned, with surfaces made to mimic other surfaces and casual pieces revealing more handwork up close.
Several pieces leaned into the after-surf wardrobe: robe-like coats, soft jackets and easy layers with the comfort of a towel thrown over cold shoulders.
The new flat-soled skate shoe brought the collection back to Williams’ older world: skateboarding, Billionaire Boys Club, Ice Cream and Nigo.
That gave the surf theme a sharper edge, and an obvious commercial engine.
Williams’ Vuitton has always known how to stage an event. His debut turned the Pont Neuf into a gold Damier runway.
Other shows have brought games, houses, orchestras, choirs and front rows built for the camera.
Tuesday had plenty of production: a cinematic prelude with surfers Mikey February and Julian Wilson, a soundtrack featuring Quavo, Williams and Angélique Kidjo, and live performances by L’Orchestre du Pont Neuf and the Voices of Fire choir.
But the set did not overwhelm the clothes. The wave was huge. The collection held its own.
Vuitton said it would support Coral Gardeners, with plans to help out-plant 1,000 corals and restore 250 square meters of reef habitat in French Polynesia in 2026.
Williams took his bow as the wave still towered behind him.
This time, the clothes were not swept away.
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