Paris Men’s Fashion Week: Pharrell Williams debuts for Louis Vuitton
Fashion crowds, say Pharre-Well to fashion designers, and welcome to marketing!
During the Paris Men’s Fashion Week, Pharrell Williams presented his first release for Louis Vuitton. A big marketing show after which every fashion designer can quit their job. The fashion industry doesn’t need you anymore.
Pharre-Well & the rappers show!
The runway was all about creating the hype, though some titled he brought a gentle revolution in fashion. Wait, did you see anything new? So revolutionary? Really? It seemed like an ’80s flashback.
In fact, he brought up nothing in terms of design, zero new elements. Specifically, he collected all the rap imagery, threw it in a washing machine, and so he got the mix. The show, as well as the guests’ outfits, was a celebration of black culture and hip-hop, which is now the hook to attract masses of kids who want to look like their favourite idols from the star system. Indeed, that’s what the runway was. A show, a big parade of stars. Not fashion, nor an example of good design. And not even a gentle revolution, please!
Fashion & representation
Although it is perfectly understandable that centuries of white dominance in every field made many people feel unrepresented, it is unclear why historic fashion Maisons believe they should shift to a universe that does not belong to them.
Of course, one thing is the history, image, and tradition of a Maison. Another thing is what people, meaning the final customers, want to do with the clothes or accessories they purchase. So, the style they create by mixing them.
Fashion marketing
But does it make sense to take down Vuitton’s heritage? And is expanding the business a good reason to demolish brands’ heritage? How can loyal clients trust them? Sadly, LVMH’s strategy recalls what Alessandro Michele did with Gucci. When the market got oversaturated with pointless stuff, they realised maybe it was a mistake. Afterwards, brands can attempt to reverse this strategy, but they lose credibility.
Besides, it says a lot about what the fashion industry wants: growth! Which now, they like to call green growth. That is what corporations hide behind the facade, preserving their overproduction pattern.
Pharre-Well fashion designers!
However, the point is that being a fashion designer nowadays is really frustrating. After this LVMH move, we can celebrate the end of the fashion designer! A professional figure that needed specific skills and a creative vein now only takes big popularity!
So, Pharre-Well fashion designers out there! Adieu!