Pharrell Brought the Old West to Paris for Louis Vuitton’s Fall Winter ‘24 Showcase

Louis Vuitton just revealed its Fall/ Winter ‘24 menswear collection at Paris Fashion week and it soon became clear that Creative Director Pharrell has been on a Western kick, as the entire collection took heavy influence from an America untamed, reimagined with luxury textiles and tropes that were unheard of in ol’ Cowboy times.

Set against an arid backdrop with an idyllic 3D housefront covered in mirrors, Pharrell’s penchant for the theatrical was on full display. Intense drums began-a-banging in unison with a Native American chant, acting as the score for Pharrell’s makeshift Western utopia.

Gracing the stage first was a grandiose overcoat fitted with tassels and ornamental embroidery, cut to a generous, draping fit, offset by heavily washed bootcut jeans and a braided leather belt.

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Then came a tonal suit and shirt combo with yoke detailing on both tops, followed by a trench coat-donning model with slim jeans tucked into their boots and a ranch-hat on-head.

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Tassels and metalwork were abundantly present on everything from trousers to belts, bags, hats and even bandanas.

Suiting involved cropped jackets and straight cut pants with playful embroidery, alongside less traditional interpretations like the collarless two piece with workwear-influenced pockets drawn up in a suede Crocodile fabric that looked like something pulled straight from Pharrell’s personal wardrobe.

A huge gold monogram trunk stood out like a monolith amongst Pharrell’s interpretation of true Americana. 

Staying true to the idea that fancy belt buckles were the ultimate flex in the Old West, nearly all of the models’ trousers were held up by some from of elaborate belt with LV-branded oversized buckles or conch detailing.

This tan-coloured combination comprised of a tooled leather motorcycle jacket, a dusty pre-patina’d monogram duffle bag and wide trousers cut to puddle perfectly over plated leather cowboy boots.

Coming straight from the local trapper, one model appeared in a large fur coat oozing luxury whilst carrying a suede bag encrusted with a large gold horseshoe at the front.

Ranging from the ultra boxy to reimagined classics and one objectively outlandish example, overcoats were prevalent at Louis Vuitton’s FW24 showcase and standing out, was the tasseled blanket piece that takes inspiration from early 20th century knitwear designs, catapulted to the modern stage through the all-over camouflage monogram print.

Keeping with the theme of USA classics, the red and black buffalo plaid designs long favoured by heritage brands such as Filson and Woolrich were remixed in the style of Louis Vuitton’s Damier print and appeared on numerous outerwear pieces, shirts and a stack of trunks.

Pharrell’s controversial “Damoflage” print cameo’d on a chevron-baffled puffer jacket, joined by innovative takes on cow print that saw the design applied to a hair-on-hide trucker jacket and trunks.

Arguably the loudest combination of the show, this red leather uniform with nascar-esque Louis Vuitton branding was complimented by a multicoloured lasso and white cayuga hat. Also sticking out amongst the Western wear, twin models appeared in monogram shell suits, sporting pairs of the upcoming Louis Vuitton x Timberland 6” boots on-foot. 

Closing out the show, Pharrell meandered around the stage wearing the archetypal American ‘fit of selvedge denim paired with a white graphic tee, given a western twist via the hat and noticeably flared trousers.

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After the models, designers (including Pharrell) and drummers came out to receive plaudits and take a well-deserved bow, the show concluded with a live performance from the man himself, joined by folk band Mumford & Sons.