In an illuminated Pont Neuf, the bridge that has joined the banks of the Seine in Paris for 445 years, presented by Pharrell Williams his first men’s collection for him Louis Vuittonhaving succeeded Virgil Abloh as creative director for the house’s men’s collections.

The statement the Grammy-winning musician made with SS24 was resounding: the collection was bathed in playful batik, accenting checkerboard and pixelated camouflage. For the fashion show, Louis Vuitton’s Damier batik became a yellow-and-white checkerboard pattern that carpeted the iconic Paris bridge. Backstage, a gospel choir sang “joy” during the presentation.

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Even the word “Vuitton” gets a new look as Williams enlarges the font size, encases it in a grid and prints it onto a yellow and brown loose top. He wore his own pixelated camouflage outfit – or, ‘Damoflage’ – hinting at the mix of style he’s aiming for for his fashion house and Louis Vuitton’s design heritage.

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Five days before his debut show, Pharell Williams released a self-portrait of himself standing next to a giant Louis Vuitton poster. In it, Rihanna had posed for the advertising campaign of the season holding all-color Speedy bags with the LV monogram. A few hours before the broadcast of the show, he gave viewers as a teaser a video clip in which he walks near the venue of the event, with the soundtrack of a choir singing “joy”. He seemingly hinted that he intended to bring the music influence to his debut, which was highlighted by treating the afterparty crowd to a vocal performance alongside Jay-Z.

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