Unveiling the allure: China's affection for Pharrell Williams

A monumental inflatable sculpture, showcasing Louis Vuitton's iconic Speedy handbag in a striking red hue, has captivated social media since its journey along Shanghai's Huangpu River began on December 2. The extraordinary installation was displayed on a cargo ship navigating a circular route. A parallel presentation of the Louis Vuitton Speedy Bag also adorned the courtyards of the Louis Vuitton Zhangyuan boutique in Shanghai and The Hall, Louis Vuitton's premier restaurant in China, at Chengdu Taikoo Li. Also, the new Speedy campaign starring Lebron James has been mounted in Shanghai’s city center. This marketing spectacle coincided with the mainland visit of Pharrell Williams, the creative force behind Louis Vuitton's menswear, following the maison's spectacular show in Hong Kong. As anticipation surrounding the show and interest in Williams' unexpected sojourn in China built, critical questions emerge: How have the creative maestro's collections been received by fashion aficionados in China? Does Louis Vuitton's new menswear creative director resonate with the maison’s Chinese clientele? Before his mainland visit, Chinese audiences watched Williams' presentation of Louis Vuitton's pre-fall 2024 collection on Hong Kong’s famed Avenue of Stars. Livestreamed across local digital screens and the brand's social channels, the spectacular show generated considerable social buzz, accumulating a total viewership of 175.7 million across various platforms. In collaboration with the renowned retail destination K11 Musea, Louis Vuitton transformed Hong Kong's Avenue of Stars into a captivating runway. The event was a nod to the cultural significance of Hong Kong and its profound contribution to East Asian pop culture. The members of Chinese boy group TNT made an entrance in head-to-toe looks featuring the latest edition of the Speedy Bag in different colors. The front row also boasted luminaries from the realms of fashion, film, and art, including actors Chow Yun-fat, Aaron Kwok, Louis Koo, Zhu Yilong, Dylan Wang, Simon Gong, Bai Jingting, Justin Huang, and the members of TNT. Williams' reinterpretation of the Speedy bag, notably the "Millionaire" Speedy (given its $1 million price tag), crafted from crocodile leather and lined with lambskin, has stirred significant online discussions since June 2023. The strategic move by Louis Vuitton targets ultra-high-net-worth customers, reflecting the house’s confidence in consumers with robust financial resilience amid economic uncertainties. Focusing on the new Speedy handbag as the next fashion sensation, Louis Vuitton showcased the item with a playful twist. Outdoor pop-up installations at landmarks in China garnered immense attention, with users on Xiaohongshu sharing selfies and snapshots, propelling the hashtag "Speedy" to a staggering 68 million views. The eye-catching giant inflatable Speedy bags successfully introduced the new edition to a broader Chinese audience, with some Xiaohongshu users commenting that “Louis Vuitton is a veteran in viral marketing.” In Chengdu, Shanghai, and Beijing, the brand set up dedicated rooms displaying the new Speedy handbags and cocktail events to engage the local fashion media and key opinion leaders. Select Louis Vuitton clients can pre-order Williams' inaugural collection, including the coveted new Speedy bags. According to a Xiaohongshu post shared by invited Louis Vuitton client @Miss_Wanzi, the poster enjoyed a pleasant trip to Hong Kong, not only attending the runway but also visiting local cultural destinations like the Hong Kong Palace Museum, which were scheduled by the brand. She was also impressed by the exquisite quality of embroidery and prints when pre-ordering the Spring/Summer 2024 collection. From the spectacular runway show to the curated travel experience, Louis Vuitton has once again showcased its agility in generating the wow factor and stirring up brand desirability. More importantly, though Williams is taking the creative helm of menswear, his designs speak to women customers as well. Xiaohongshu user @Xinwen posted a made-to-order bomber jacket priced at $73,412 that she ordered from the house’s Spring/Summer 2024 menswear collection. Positive feedback like this from local clientele is a stamp of approval for Williams’ creative direction at the legacy house. In addition to his physical presence in China, Williams opened accounts on Xiaohongshu and Douyin on November 30. His personal channels on the two Chinese platforms share brand-focused content, including sneak peeks ahead of his show, and behind-the-scenes moments. This approach enables his followers to look through his personal lens on Louis Vuitton’s big events and allows the multi-faceted creative to build up authentic connections with his local fans. His official accounts have attracted over 35,500 followers on Xiaohongshu and Douyin. Williams also attached great importance to his visit to China. He wore a souvenir jacket featuring embroidered dragons and the names of four major cities during the trip. The unique outfit symbolized, according to Williams, his trip. As a globally recognized cultural icon, Williams already boasts a solid fan base among Chinese fashionistas. Through his profound works in music, art, and fashion, Williams injects a unique vigor into Louis Vuitton's cultural narrative. His collaboration with the brand is poised to redefine the maison’s menswear customer base, emphasizing not only quantity but the spectrum of cultural communities. The selection of Hong Kong for Williams' second show, coupled with his visit to the mainland, underscores the importance of China to Louis Vuitton and the brand's enduring commitment to the market. As Williams' inaugural collection will be officially launched on January 4, 2024, the reactions of Chinese customers will reveal whether he can sustain and amplify Louis Vuitton's brand desirability. Presented by Louis Vuitton.

Unveiling the allure: China's affection for Pharrell Williams

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Published December 15, 2023

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Unveiling the allure: China's affection for Pharrell Williams