Luxury fashion house Louis Vuitton transported guests to a simulated beach environment in Paris this week, as creative director Pharrell Williams unveiled his latest menswear collection. With temperatures in the French capital nearing 40C, the show's setting featured a ground covered in sand and a prominent artificial wave, creating a striking backdrop for the surf-themed designs.
The collection itself embraced an active, surf-inspired lifestyle. Models showcased branded wetsuits, Ugg-style boots, and chunky knits reminiscent of those worn by surfers after a day in the water. Other pieces included board shorts, caps, skate-style trainers, and gilets, with some models carrying Louis Vuitton-branded surfboards. The final look saw a model in a monogrammed wetsuit carrying a bicycle on his shoulder, further emphasising the collection's dynamic theme.
However, the choice of venue for the Louis Vuitton show – the gardens of university accommodation typically used by students – has generated some controversy. A small protest took place outside the event, and a petition signed by 1,300 individuals opposed the brand's use of the lawn, which temporarily restricted access for residents. This incident follows similar uses of the space by other high-profile brands, including Loewe and Victoria Beckham. In April, union representatives voiced concerns in a letter, stating that "external events unrelated to the university’s mission repeatedly privatise spaces essential to residents’ lives."
The front row of the show boasted a roster of celebrities, including rapper and singer Missy Elliott, actor Jeremy Allen White, and basketball player Victor Wembanyama. Yet, Louis Vuitton had already achieved a significant celebrity endorsement prior to the event. Brand ambassador Callum Turner wore two custom-designed suits by Williams for his three-part wedding to Dua Lipa. His tan suit for the Palermo reception and a black tuxedo for the final ceremony in an 18th-century Sicilian mansion were prominently featured in Lipa's Instagram post, which garnered 14 million likes, highlighting the immense reach of such product placement.
Lavish presentations are a hallmark for Louis Vuitton, which was recognised in 2025 as the most valuable fashion brand globally, with an estimated worth of £31 billion (equivalent to $40.7 billion). Beyond the impressive set design on Tuesday evening, the show featured a live orchestra and a choir. This follows a no-expense-spared womenswear show in May at the Frick museum in New York, a move that also coincided with the brand's three-year sponsorship agreement with the museum, home to masterpieces by artists such as Rembrandt, Holbein, and Vermeer, further cementing its ties to high culture.
Earlier on Tuesday, Saint Laurent also presented its collection. Celebrities including Madonna, Charli XCX, and Connor Storrie were present in the front row, with some drawing attention for smoking cigarettes before the show. Saint Laurent's collection continued the theme of slim silhouettes seen in recent Milan menswear showcases, featuring fitted knits, skinny-fit trousers, and tailored suiting, with shoulder pads providing balance to the slim pants. Madonna later performed for guests at a party hosted by the brand.