News that comes like a bolt out of the blue, marking a significant turning point for the Maison Louis Vuitton, following the appointment last Feb. 1 that saw the appointment of Pietro Beccari – formerly of Dior – in the role of CEO of the brand.

Pharrell Williams is the new creative director of Louis Vuitton Menswear.

After a year and a half of speculation about the name that would take over Virgil Abloh’s legacy, LV makes the appointment of Pharrell Williams official, who promptly posts a black-and-white photo of himself on IG, wearing a blanket with the famous mongram.

 

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Pharrell Williams‘ first collection will be unveiled next June, during men’s fashion week in Paris; the decision came about following careful evaluations, as Beccari explained, after the musician’s several collaborations – from 2004 and in 2008 – with the French brand.

Pharrell is an already familiar personality in the fashion system, as the CEO pointed out, “His creative vision beyond fashion will undoubtedly lead Louis Vuitton into a very exciting new chapter.”

We are sure that will be the case, but a footnote on how right it is for a musician, albeit as eclectic and talented as Pharrell, to become a creative director of a historic fashion house like Louis Vuitton, still leaves some doubt.

Williams is a war machine, producing records, winning Grammys, organizing music festivals, hosting TV series, collaborating with Nigo, adidas, Chanel, Uniqulo, Louis Vuitton. His name is in itself a brand, moreover, followed by millions and millions of followers.

Louis Vuitton, for its part, is a brand that has not retained its DNA, and adapts to the liking of those who lead its game, without controversy; only observance: to retain ‘the iconic’ LV Monogram, for many a symbol of elegance.

The fashion industry should choose from the ranks of those who have immolated their lives to design, excluding marketing and visibility choices would be the least. Already in the past Kanye West has aspired to the role of creative director of the brand, without ever succeeding.

Of talented young designers, with names that are still little known; as were at the time Tom Ford and Alessandro Michele with regard to the other appendage of the Kering Group, Gucci; the world is full of them, and to bet on one of them would perhaps have been a risky, but appreciable choice.

Pharrell will not have the vision that will revolutionize a historic brand like Louis Vuitton, as Virgil Abloh had.

His will be a collectible gadget factory.