It doesn’t feel that long ago when Pharrell Williams debuted his first collection as men’s creative director in June of 2023.
Love him, hate him, or you’re still waiting to decide if the omni-talent can fill the canyon-sized void left by Virgil Abloh, his introductory lineup commanded attention from fashion participants to patrons.
It felt somewhat like “adult dress-up.” Looks we’re grouped together by occupation—soldiers in digital-camo suits, nautical voyagers in double-breasted suits and sailor caps, and of course, cowboys.
Throw in snowboard boots breaded in sequins, and the whole collection cemented itself as ‘all over the place.’ But one question remained on everyone’s mind: when is the western wear going into production?
It’s no surprise why Pharrell’s take commands such attention when brands like Wythe are bringing frontier fashion to the retail footprint of NYC, Ralph Lauren’s western sub-label RRL is growing faster than ever, and Prada releases a bolo tie.
Between angled shoulders, chunky belt buckles, and rear-sculpting denim, few genres of menswear complement the best features a man has. Point being, guys might hold onto western fashion more than the trend cycle would otherwise allow, and maybe it took Pharrell Williams’ clout for them to realize it.
With the announcement of their men’s fall/winter 2024 collection, Louis Vuitton has revealed that they’re fully committed to the horse bit, and the product isn’t as on-the-nose as that featured in Pharrell’s first collection.
Louis Vuitton channels the lonesome cowboy mood with Photographer Colin Dodgson’s signature sepia-tone finish, reminiscent of silver-plate photography from the 1800s.
Coming from arguably the most logo-reliant brand in their weight class, Louis Vuitton’s approach respects the roots of western wear rather than trying to make it their own.
With a closer look at the ready-to-wear merchandise, it’s clear that the brand’s opting for traditional materials like turquoise stones, detailed metalwork, and workwear-inspired textiles like denim, shearling, and flannel.
Customers can still anticipate a certain amount of branding (because this is LV, after all). Stitched leather jackets, seemingly hand-painted XL luggage, and their infamous totes in a couple news colorways make it no riddle who’s behind this snow-capped campaign.
While the French fashion house hasn’t released much outside of imagery, it’s safe to say that this collection embodies the practicality of western wear with a twist of designer rather than Pharrell’s theatrical interpretation, featuring bold colors, over-the-top embroidery, and a heavy decorative factor overall.
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