In late 2023, Pharrell Williams introduced his second Louis Vuitton Men’s Pre-Fall 2024 collection in Hong Kong, where he serves as the creative director. This show was an opportunity for Louis Vuitton to embrace Hong Kong’s unique cityscape, particularly its natural beauty and iconic harbor skyline, to enhance the collection’s narrative.
Ahead of the global launch of the Men’s Pre-Fall 2024 collection on April 25, Louis Vuitton has unveiled the official campaign, shot against the backdrop of Hong Kong. The campaign reflects a strong nautical theme, blending maritime elements with distinctive Hong Kong motifs. The collection focuses on the concept of the dandy mariner, featuring contemporary sailor hats paired with seafaring-inspired uniforms. The signature sailor “tar flap” is a key design element, appearing in suits, blazers, and varsity-style jackets.
The collection emphasizes the sailing motif with pinstripes and relaxed tailoring, complemented by new interpretations of classic Louis Vuitton accessories like the Keepall bag. Sea blue hues dominate the color palette, staying true to Louis Vuitton’s ethos of travel and exploration.
Following its debut in Hong Kong, the Men’s Pre-Fall 2024 collection will be available worldwide starting April 25.
