In a world overtaken by Gucci-sliding Instagram influencers, we now witness the epochal clash of titans – the billionaire class seeking refuge in street credibility.
The glittering sword they chose to wield? LOUIS VUITTON’s spectacular soirée on the Pont Neuf in Paris, where the Seine river practically swirled with jealousy at the opulence above. With Pharrell Williams at the helm, a prodigious musician and an ordained priest of luxury fashion, LOUIS VUITTON has set sail on its voyage to plunder street cred.
Jay-Z, Beyoncé, Rihanna, and others strutted alongside LOUIS VUITTON-branded warhorses, turning the event into something that would make the Great Gatsby himself feel underdressed.
One must appreciate the desperation behind Arnault’s master plan to ship the entire hip-hop Pantheon to Paris. In this breathtaking carnival of excess, Jay-Z, Beyoncé, Rihanna, and others strutted alongside LOUIS VUITTON-branded warhorses, turning the event into something that would make the Great Gatsby himself feel underdressed. The so-called “LOUIS VUITTON Menswear Debut,” as described by The Cut, resembled a Wall Street gala attempting to pass as a Brooklyn block party.
This spectacle, in which Pharrell, the newly appointed creative director, paraded his urban street essence, seemed to whisper to the world, “LV is for Lovers, and the Billionaire next door.” The irony of a man singing “Happy” at an event soaked in the tears of consumers lamenting their credit card bills is awe-inspiring.
A Jeep convertible stacked with luggage driven down the catwalk was perhaps an accidental metaphor for how detached the brand is from reality.
According to Cathy Horyn’s coverage, this men’s fashion show was “confident but without audacity.” When Pharrell quipped, “When you’re chosen, you’ve just got to ride,” he probably didn’t anticipate that he would be riding a Trojan Horse into the realm of fashion. His designs were found to lack novelty and imagination, giving us Damier-checked sportswear and pixelated camouflage patterns. A Jeep convertible stacked with luggage driven down the catwalk was perhaps an accidental metaphor for how detached the brand is from reality. The event resembled a cross between the opening ceremony of the Olympics and an extraterrestrial peace treaty.
You shall lead us to street credibility.” Yes, dear reader, in the billionaire playbook, street cred is a currency more valuable than Bitcoin.
Pharrell’s appointment has, of course, raised eyebrows; his prior experience in fashion amounted to a pair of sunglasses and some Adidas sneakers. Yet the billionaire class behind Louis Vuitton gazed upon Pharrell and proclaimed, “You shall lead us to street credibility.” Yes, dear reader, in the billionaire playbook, street cred is a currency more valuable than Bitcoin.
Now, don’t get me wrong. Pharrell is a master of his craft in the music industry, but serving as the high priest of a luxury cult trying to become a street movement raises questions. And this ‘street movement’ is selling handbags priced like tiny islands.
The clothes seemed an afterthought as the audience was probably too busy Googling “how to become a billionaire overnight” to buy them.
Lauren Cochrane writes in The Guardian that the event was not just a catwalk show; it was “a celebrity showcase, a gig, and a party, with clothes thrown in for good measure.” The clothes seemed an afterthought as the audience was probably too busy Googling “how to become a billionaire overnight” to buy them.
Louis Vuitton’s approach to selling overpriced, mass-manufactured luxury items under the veil of street credibility, employing a grand maestro of the music world, seems akin to a swan performing a breakdance. It’s bewildering, if not mildly entertaining.
As the world of luxury gallops into an era where authenticity is the Holy Grail, let us ask ourselves, do we want to watch the wealthy in snapbacks, or would we rather have art, music, and fashion untainted by the clutches of industrialized excess?
