If we’ve learned anything from Pharrell’s fashion shows as the creative director of Louis Vuitton Menswear, it’s that the musician-turned-designer knows how to create a huge spectacle.
For a small taste of what’s happened since Pharrell was hired in early 2023, it’s included: a Jay-Z performance, breaking the internet with monogram Timberland boots, and million-dollar bags.
So, in the lead-up to his third show (Louis Vuitton Spring/Summer 2025 will be presented in Paris on June 18 at 20:30 CEST), we’re all wondering how Skateboard P will top the previous two collections. And early leaks suggest it’s by referencing an iconic, cult French film.
Over on the @skateboard Instagram account, which offers a behind-the-scenes look at what’s cooking at Louis Vuitton Men’s, is a photo of Pharrell wearing jackets made for the staff working on the SS25 collection.
The denim jacket has a large back print that reads “Le monde est à vous” which translates to: the world is yours. This phrase is, according to Louis Vuitton, the theme of the collection and it features in an important scene in La Haine, a black-and-white French film from 1995 that remains a favorite of film buffs.
In the scene, a billboard with an image of the world and the phrase “Le monde est à vous” below is spray painted to read “Le monde est à nous” (meaning: the world is ours).
Using this iconic phrase plus imagery of the earth is likely a reference to this scene in La Haine (the phrase is, coincidentally, the same one that Aime Leon Dore referenced in its La Haine collaboration), however, there’s no saying yet if that’s where the film references in Louis Vuitton SS25 will end.
One thing we do know for certain is that the creative collective Air Afrique will be involved with the show. The collective, named after an old West African airline, has been tapped to tease the show alongside art critic Simon Njami.
In the prelude video to Pharrell’s next collection, Njami talks to a group of young children about Aimé Césaire, a French politician, poet, and one of the founders of the Négritude movement in Francophone literature. Njami also says to the children: “Le monde est à vous”.
Plus, posts from the aforementioned Skateboard Instagram account include pictures of Pharrell with members of the collective and LV bags in Air Afrique’s signature tartan print.
The themes of Pharrell’s Louis Vuitton SS25 collection are starting to become clear. Now, it’s time to wait until the show begins to piece it all together.