Men’s Fashion February 21, 2024
This Wednesday, February 21, 2024, Louis Vuitton announces an exclusive partnership with young basketball star Victor Wembanyama and formalizes a collaboration with rapper Tyler, The Creator. Connections which confirm the trend consisting of placing male figures at the center of the new communication strategy of the French fashion house.
Victor Wembanyama © Louis Vuitton.
Victor Wembanyama becomes ambassador at Louis Vuitton
A few months after bringing in the swimmer Leon Marchand in the prestigious stable of male ambassadors Louis Vuitton, the famous luxury house reveals the identity of their latest recruit. Known for his exceptional performances on the basketball courts – which also earned him the title of best player of the year 2023 awarded by the French Federation – Victor Wembanyama joined the long list of athletes protected by Louis Vuitton.
Now playing across the Atlantic as a winger for the legendary team of San Antonio Spurs, the new rising basketball star cultivates a very pronounced taste for fashion off the court. It is therefore quite natural that at the time of the Draft – an annual event present in all North American team sports, comparable to a players’ scholarship, editor’s note –, French Victor Wembanyama associates with Louis Vuitton for making his costume. An exercise which does not seem so obvious when we learn that the athlete stands at 2.24m and that he weighs 95kg on the scale, a corpulence far removed from male standards.
In a recent interview with the magazine GQthe one we affectionately nickname Wemby adds on the subject of the fashion house run by Pharrell Williams : “I look at the collections, the events, and there are always things that strike me. I love the puffy jacket with all the little squares”. On the basketball courts as well as during his next public appearances, the young man, just 20 years old, should compete in elegance dressed in the latest Louis Vuitton creations.
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Tyler, The Creator X Louis Vuitton: a historic collaboration
Alongside the announcement of Victor Wembanyama as new ambassador Louis Vuittonthe French trunk maker lifts the veil, this Wednesday February 21, 2024, on an exclusive collaboration between Pharrell Williams and the famous rapper Tyler, The Creator expected in store from March 21. To celebrate the very first collaboration of the French house since the appointment of Pharrell as creative director of his men’s collectionsthe two artists explore their fascination for bold colors by revisiting the house’s iconic monogram with new hand-drawn designs. About this new collection, Pharrell Williams declared in a press release: “There are so many Tyler-specific elements in these pieces and it has been very inspiring to see him focus on his craft and collaborate with him to bring this collection to life.”
This meeting also recalls the collaboration already imagined by the late Virgil Abloh with the multidisciplinary artist good luck (2020) and continues a strategy of diversification of men’s collections already started at Louis Vuitton, which seems to continue under the aegis of Pharrell Williams. If the two friends had already united their voices on the title Cash In Cash Out (2022), this new collaboration promises to be the first creative meeting in the field of fashion between two entertainment behemoths. An event to follow very closely…
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Men, new communication strategy at Louis Vuitton?
Between the announcement of the exclusive collaboration Tyler, The Creator X Louis Vuitton and the recent recruits of male athletes within the French house’s stable of ambassadors, have men become the new faces of Louis Vuitton’s communications strategy? In any case, this is an underlying trend that can be observed by discovering the images recently shared by the French luxury house on social networks.
Since the unmissable event that was the presentation of the Pharrell Williams’ first menswear show on the Pont-Neuf in Paris in June 2023, the image associated with the French house seems to be increasingly turning towards male figures. Latest event: Louis Vuitton announces the launch of its first men’s jewelry collection in early January 2024. Although the French trunk maker has distinguished itself in the field of jewelry for more than twenty years, the line Les Gaston becomes the first exclusively dedicated to them. Including several pendants, a Puzzle ring, as well as a gold ring engraved with the initials LV, this collection appears to be the ultimate proof of an image diversification strategy operated at Louis Vuitton.
The Tyler, The Creator X Louis Vuitton collection, available in stores on March 21, 2024.
2024-02-21 15:20:14
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