Louis Vuitton Taps Tyshawn Jones for Men’s Pre-Fall Campaign
Skateboarding star Tyshawn Jones takes center stage in Louis Vuitton’s latest men’s pre-fall campaign, bringing downtown edge to the iconic landscapes of New York City. Swapping the skatepark for Central Park, the two-time Thrasher Skater of the Year appears balancing atop boulders and marble railings in a series of cinematic images captured by photographer Oliver Hadlee Pearch.
The campaign marks Jones’ first official project with Louis Vuitton since being named a friend of the house in 2024. Known for blending skate culture with luxury fashion, the New York native first sparked headlines after going viral for a daring skate video filmed in Paris featuring a Louis Vuitton skateboard and boots from the brand’s collaboration with Timberland.
Designed by menswear creative director Pharrell Williams, the pre-fall collection delivers a relaxed, summer-ready interpretation of urban style archetypes — from skaters and athletes to everyday city dwellers. Key pieces include relaxed linen tailoring, patchwork denim, crochet knits, boxer-style shorts, and skate-inspired separates featuring the house’s signature Monogram details.
Jones models standout looks throughout the campaign, including a taupe cotton raincoat layered over denim and loafers, alongside Louis Vuitton’s oversized Keepall bag in Monogram Surplus canvas. Other highlights include a Prince of Wales Monogram tracksuit and dark-wash denim finished with Monogram turn-ups, reflecting Williams’ ongoing connection to skate and street culture.
Long before taking over at Louis Vuitton, Pharrell — once widely known as “Skateboard P” — helped shape the intersection of luxury and skate style through his brands Billionaire Boys Club and Ice Cream. That influence continues to inform his Vuitton collections, including footwear releases like the LV Tilted sneaker.
Outside of skateboarding, Jones has steadily expanded his presence within fashion. In addition to his partnership with Adidas, he oversees several independent labels including King Skateboards, Hardies NYC, and Brick Underneath. He has also appeared in campaigns for Tiffany & Co. and Marc Jacobs, while previously working with Louis Vuitton during Virgil Abloh’s tenure at the house.
With this latest campaign, Louis Vuitton continues to strengthen its ties to contemporary skate culture while positioning Tyshawn Jones as one of the defining crossover figures between fashion and sport.
Photos Credit: Oliver Hadlee Pearch for Louis Vuitton
