The Louis Vuitton Maison’s Men’s Store on Rodeo Drive was quite the scene on March 21 during the Spring 2024 launch of the Men’s Capsule Collection. The collection is a collaboration between musician Tyler, The Creator, and his close friend and Men’s Creative Director Pharrell Williams.
A 15-foot-tall Airedale Terrier robotically sculpted out of resin, towered over guests as they arrived and mingled on grass-inspired carpeting dotted with daisy sculptures. Staff wore floral brooches and carried trays of fruity cocktails and Champagne.
The immersive springtime fantasy transformation of the space was an interpretation of Tyler, The Creator’s House Codes, a nod to the recurring motif and the artist’s visual universe. Other standout décor props included a mid-air propeller plane and a soap box derby car constructed from a Louis Vuitton trunk, covered in the Craggy Monogram, hand-drawn by the artist, in shades of chocolate, vanilla and patisserie pastels.
Upstairs, music from DJ Blondie Beach entertained the crowd watching artisans hand paint logos on a monogrammed hard-sided trunk.
L.A. Laker Jarred Vanderbilt, donning a pair of shades from William’s first collection, bought a sweater and admired accessories from trunks and bags to hats. “I came to look at this dope collection!” he told the Courier. “Tyler, The Creator, and Pharrell did an amazing job. I wanted to come and see it in person and give support.”
The collection brings together the signature preppy aesthetic of Tyler, The Creator—who most recently composed the soundtrack for the Fall-Winter 2022 Men’s Show, and Louis Vuitton, along with Williams’ signature elegant approach.
In a statement, Williams said, “This collaboration is unique to Louis Vuitton because it’s a natural extension of our LVERS philosophy, building on our network of incredible artists and creatives. There are so many elements specific to Tyler built into these pieces, and it’s been inspiring to see him hone in on his craft and collaborate with him for this Spring collection.”
Currently on display at the Rodeo store, the collection includes chunky gold jewelry, leather goods, sports-inspired pieces such as Sac Golf and a mini cross-body golf bag, ready-to-wear from aviator to varsity jackets, knitwear, denim, raincoats, and shoes including loafers, along with a traveling chess board.
Guests explored the colorful parklike setting of this unique to Beverly Hills activation, while enjoying tray-passed bites including some of Tyler, The Creator’s favorite comfort foods such as Tater Tots topped with caviar, cheeseburgers, fries, waffles and donuts.
“My main focus was making things I would wear all the time,” said Tyler, The Creator in a statement released by Louis Vuitton. “I dress the same in a meeting as I do a performance or grocery store trip, so hand drawing the monogram felt like the perfect balance to me. The chessboard is one of the greatest things I’ve made and is definitely my favorite thing from the collection.”
Celebrity attendees included Donald Glover, Barry Keoghan, Steven Yeun, Jaden Smith, Peso Pluma, Julez Smith Jr., Cam Hicks, Paul Downs, Lionel Boyce, A$AP Nast, Travis Bennett and many more.
Filmmaker Andrew Panay, last seen seated next to Beyonce at the Louis Vuitton Paris show in February, told the Courier, “I love the brand and have been a fan for as long as I can afford it! All joking aside, I love Pharrell and I think the work is spectacular. They walk a fine line between edge and elegance. For men, the fact that they are getting into this brand is really special. It was incredibly emotional to watch someone like him transcend into a different world—from being a musician.”
Panay who works with some of the world’s largest brands from T-Mobile, Microsoft and Google and was responsible for three Super Bowl commercials this year, along with hit films such as “Wedding Crashers” and “National Lampoon’s Van Wilder,” was also gaining creative inspiration from the color palettes and displays. “I will probably shop more and get a few fun pieces. There is a lot happening tonight.”
