Pharrell’s Frontier Fantasy – Reinventing the Cowboy at Louis Vuitton FW24 PFW by Leticia Dare

Dear Shaded Viewers,


As the Parisian dusk descended upon the Jardin d’Acclimation,  the showman that is Pharrell Williams, in his inimitable style, unveiled a daring reinterpretation of Western wear in his third act for Louis Vuitton’s Fall-Winter 2024-2025 men’s collection. This was not just a fashion show; it was a bold reimagining of history, a sartorial tapestry woven with the threads of the American frontier and French dandyism.

From the outset, Pharrell set a tone of adventurous nostalgia. The show’s invitations – harmonicas inscribed with “Virginia is for Lovers” – were a prelude to a collection steeped in Virginian heritage and Western lore. Here, the classic symbols of the cowboy – hats, boots, and denim – were reenvisioned through a lens that was part heritage, part haute couture. Pharrell’s interpretation of the Wild West was not just a nod to the past; it was a vibrant reclamation, a celebration of a forgotten narrative retooled for the contemporary man.

The collection’s brilliance lay in its audacious embellishments. Pharrell, ever the iconoclast, infused his lineup with a flamboyant flair. Think denim, not just used but exalted with floral embroidery, fringes, and a bold display of the LV Monogram. The collection’s pièce de résistance was the Cowmooflage pattern, a playful yet pointed commentary on traditional Western aesthetics.

Pharrell’s masterstroke was the infusion of turquoise jewelry and details. This element brought an understated elegance to the collection, a quiet nod to the 19th-century style, reimagined for the modern era. Each outfit was punctuated with these turquoise accents, adding a layer of sophistication to the raw energy of the collection.

The collaboration with Timberland was a highlight, bridging the gap between luxury fashion and streetwear. This partnership was a salute to the 90s hip-hop culture, redefining the iconic yellow boot with a touch of Louis Vuitton’s luxury. It was a juxtaposition of styles that Pharrell navigated with ease, bringing together two seemingly disparate worlds into a harmonious union. A perfect follow up to Virgil’s Nike collaboration in past seasons.

Yet, the collection’s soul was its collaboration with Dakota and Lakota artists. This was more than fashion; it was a meaningful cultural exchange. The hand-painted bags and the motifs spoke of stories and traditions, blending the narrative of Native American tribes with the fabric of the collection. It was a respectful homage, a bridge between histories, and a beautiful convergence of art and fashion.

In this collection, Pharrell Williams didn’t just play with fashion; he played with history, redefining the narrative of the American cowboy. He blended the ruggedness of the West with the elegance of French fashion, creating a hybrid that was both audacious and respectful. This collection wasn’t just a parade of clothes; it was a journey through time, a celebration of cultures, and a testament to the power of fashion as a storytelling medium.

In essence, Pharrell’s latest foray for Louis Vuitton was a bold declaration that fashion is not just about clothes; it’s about stories, heritage, and the relentless pursuit of reinvention. The show was a reminder that in the world of fashion, and perhaps in life, the frontier is not just a place; it’s a state of mind.




Leticia Dare

Leticia Dare is the Fashion Director for ASVOF.