This year, it seems, the fashion conglomerate LVMH, led by the ambitious Bernard Arnault, is unstoppable. After announcing at the beginning of the year that they appointed musician, producer, and designer Pharrell Williams as the creative director of the men’s line of Louis Vuitton, fashion lovers eagerly awaited his first collection. Some, of course, publicly expressed their skepticism, which turned out to be unnecessary.
Pharrell’s debut collection for Spring/Summer 2024 is a complete hit that has broken viewership records on social media platforms. The show, which took place on Paris’s Pont Neuf, was viewed a staggering 775 million times on Louis Vuitton’s digital channels, while an additional 300 million views were collected on other media profiles.
Broken Records
Thus, the show and accompanying content were viewed at least a billion times, and the attention of curious users was drawn not only by the collection itself but also by a host of celebrities such as Beyoncé, Rihanna, A$AP Rocky, Zendaya, Kim Kardashian, and others who supported the designer.
For comparison, the collection that involved KidSuper and featured Rosalia in the show garnered 441 million views on LV’s channels.
Pharrell’s debut, as reported by HypeBeast, also generated an impressive amount of organic content and online discussions – the show was mentioned in 42 thousand posts, and there were 1.2 million retweets recorded. On YouTube, the number of subscribers to the Louis Vuitton channel increased to three million, making the brand the most followed luxury brand on that video platform.
Thanks to smart marketing moves, including Pharrell’s involvement in the creative team, the French brand is on its way to becoming the most influential player in the fashion industry.
