Pregnant Rihanna makes a strong impression in LV .’s new campaign.(QP)

Pharrell’s first campaign as the artistic director of menswear for Louis Vuitton marked a significant milestone, featuring three still images and an accompanying video.

Pharrell’s debut Louis Vuitton show was a star-studded fashion event that effectively ushered in a new era for the fashion house, showcasing the Spring/Summer 2024 collection. Following the show, the newly appointed artistic director for menswear embarked on his first official campaign, the SS24 campaign, showcasing his bold vision, with the participation of Rihanna.

Captured by Keizō Kitajima and Martine Syms, the images were unveiled on the facade of a building in Paris ahead of the brand’s opening night show, as shared on Pharrell’s Instagram. Now, with three official posters and an accompanying video, the entire campaign will spotlight Louis Vuitton’s new Speedy bag: a reimagined version of the iconic Speedy bag inspired by New York City’s Canal Street.

Building upon the legacy of the original Speedy, first produced by Gaston-Louis Vuitton in 1930, this latest iteration captures the cleverly distinctive secrets of LV along with the style of Lower Manhattan streets. The bag became an icon in 1965 when Audrey Hepburn requested a smaller version to suit her petite frame.

Leveraging Rihanna’s fame, the images highlight diversity during pregnancy as she carries various versions of the bag on the streets, with a regular coffee cup in hand. Here, Rihanna becomes a “symbol of empowerment for individuals and an everyday quintessential icon,” as stated by the brand.

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