Pharrell Williams’ entry at LV, in particular the gigantic open-air fashion show last year, broke all previous records. According to data research company Launchmetrics, the media impact of the show was estimated at almost USD 43 million. There were around 775 million views on Louis Vuitton’s platforms.
Now, 11 months after starting work with the luxury brand, the creative director’s first menswear collection is being sold in over 50 locations worldwide. In addition to selling the pieces in specially selected locations, the brand is also planning DJ residencies and food concepts.
For the duration of the installations worldwide of three months, the sales staff will wear specially made suits in the typical Damoflage pattern, matching shirts and sneakers, all in white. The looks are reminiscent of the members of the live orchestra at the fashion show. Another special feature: Pharrell’s collection, LV-Lovers, will be packaged in limited edition tote bags with the Damoflage pattern and the LVers logo at some locations.
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