Rihanna Fronts Pharrell Williams’ Louis Vuitton Spring/Summer 2024 Ad Campaign

A CUTE AND PREGNANT RIHANNA FRONTS PHARRELL WILLIAMS DEBUT LOUIS VUITTON SPRING/SUMMER 2024 MENSWEAR AD CAMPAIGN. THE ADS SPOTLIGHT NEW VERSIONS OF THE SPEEDY BAG.

PARIS, FRANCE — Pharrell Williams released his full debut Louis Vuitton Menswear Spring/Summer 2024 ad campaign, fronted by Rihanna.

The LVMH Moët Hennessy Louis Vuitton – owed brand described the advertisement images as artifacts “created to alter perceptions, challenge history and evolve an existing legacy. Personified by a pregnant Rihanna — a symbol of human empowerment and the quintessential everyday icon — the men’s campaign reflects the re-contextualization at the core of Pharrell Williams’ approach to the maison.”

This campaign’s main focus is on Williams’ reimagined Speedy bag.

The classic Speedy was created by Gaston-Louis Vuitton, grandson of the founder, in 1930. The travel tote was one of the first bags that Williams owed, said Vuitton.

Williams’ version is “informed by the cosmopolitan nucleus” that inspired his “early education in luxury: Canal Street on Lower Manhattan, New York City; a cultural axis invigorated by a diverse energy and hustle mentality echoed in corresponding streets around the metropolises of the world.”

“The new Speedy conjures through the inimitable savoir-faire of the maison a visual language evocative of the codes and stylistic attitude of Canal Street. It is an everyday icon conceived for every walk of life,” Vuitton added in a statement.

The new Speedy kept its trapezoidal lines, but the bags are now expressed in supple grained calf leather. “The softened construction enables the bottom of the bag to collapse and drape the way it would through everyday wear and gestures,” according to Vuitton. “The silkscreen-printed Monogram induces a blurry, artisanal and almost hand-painted effect, rendered in several colors.”

Cynthia Lu and Matthew Henson, both longtime collaborators of Williams, styled the spots, which will appear on all Vuitton’s digital channels.

Rihanna also appears in a short video, lugging colorful handbags through the city streets at dusk, also juggling a paper coffee cup.

The ad was photographed by Keizo Kitajima and Martine Syms in a studio.

Photos Credit: Keizo Kitajima and Martine Syms