Pharrell Williams has been appointed as the new Menswear Creative Director for Louis Vuitton.
Replacing the late Virgil Abloh, the announcement of Williams' new role has been met with mixed responses.
"While Williams might seem as an odd chance at first glance, the star has a long-standing history with the fashion world, launching the pioneering streetwear brand Billionaire Boys Club in the early noughties and collaborating with luxury fashion brands such as Chanel, Moncler and even Louis Vuitton itself throughout the years," explained Global Data Apparel Analyst, Louise Deglise-Favre.
According to Deglise-Favre, Louis Vuitton's decision shows that the brand is willing to bet on star power and mass appeal.
"However, Williams has big shoes to fill, as Abloh radically transformed the brand's menswear division through his innovative vision of luxury."
For Deglise-Favre, the move also represents Louis Vuitton's commitment to continue the streetwear influences in Abloh's work, which allowed the brand to amass success in recent years, particularly among Gen-Z shoppers.
The musician and entrepreneur's appointment is effective immediately, with Williams' first collection set to debut in June during Men's Fashion Week in Paris.
