Fashion

THE LVERS’ VISION: Louis Vuitton at the Fashion Week Paris

At Louis Vuitton, the "Lonesome Rider" becomes the "Luxurious Cowboy". All thanks to Pharell Williams, who gave the luxury brand's idea of travelling an unexpected and completely new interpretation at Fashion Week in Paris.

  • Text
    Marko Knab
  • Fotos
    Louis Vouitton

What do we associate with freedom? Luxury. Travelling. Creativity. And then there are also cowboys. And then there's the aspect of work clothes. Wait a minute, workwear? Don't worry, we're not playing word field bingo here, we're talking about Louis Vuitton's autumn/winter 2024 collection. Creative Director Pharell Williams' work brings together and interprets the brand's core values, which don't really apply to cowboys, in a completely new way. Taking the idea of travelling as a starting point, the brand's vision is expanded in the direction of what we know as the "Wild West".

The cowboy's constant journey is enriched by the idea of luxury, dandyism and savoir-faire, which are closely linked to the demand for high-quality and reliable workwear on the American plains. Sounds like a wild mix? Perhaps. But it fits in with the "Wild West". And the end product is impressive anyway: denim is embellished with floral bead and sequin embroidery, gunmetal-washed and decorated with sunray and rain beads or printed with floral western motifs.

Chaps are made from denim or leather with fringes and embroidered with monograms and flowers, while leather jackets and trousers imitate the embossing of saddles. High-quality checked patterns meet fluffy flannel, tweed, sequins and shearling. Everything is interpreted in a highly variable way on coats, jackets and shirts and visualised in a floral way with finely crafted inlays.
The cowboy's constant journey is enriched by the idea of luxury, dandyism and savoir-faire.

Real cowboy paintings become jacquard woven rugs for mackintoshes, but also an embroidered jacket or prints on garments that have aged as if they had been eroded by the prairie sun. Perfectly matching boots and shoes? Are also among the luxury goods presented. Just like Louis Vuitton's North Star - the constantly reinvented travelling bags that define the brand. They too are inspired by equestrian and pastoral culture.

What will Pharell Williams' next collection look like? Despite all our expertise, we can't even guess at this point. But that's the beauty of it - we're thinking of the Wild West. Beyond the horizon? Lies the future, the next adventure and of course freedom.

Marko Knab

Marko Knab

Journalist & Photographer
Life writes the best stories - and Marko Knab tells them in text and picture form. His focus: people & their very own stories and cars, motorsports and travel stories. He already worked for Motorsport-Total.com while completing his Bachelor's degree in German Language, followed by a brief stint at a local daily newspaper and a Master's degree in literature and cultural theory - and ramp.

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