From summer favorite to fashion institution—denim’s journey at Louis Vuitton.
Pharrell Williams’ first collection for Louis Vuitton stirred massive excitement in pop culture. Although less daring than other recent runway spectacles, it wasn’t designed to provoke — it was meant to sell. And that it did.
Closing the Pont Neuf and decorating it in gold for the event was as much about impact as it was about revenue. It was clear: Louis Vuitton’s bold moves were profit-driven.
From bold colors to Y2K nods and statement hardware, the runway had everything. But most surprising of all? A denim overload.
Could denim—once seen as a fleeting trend—now be a staple of one of Europe’s most luxurious fashion houses?
Denim’s Legacy: From Workwear to Runway
Originally born in Nimes for laborers, denim found glamor through Hollywood icons like Brando and Dean. It wasn’t long before the material made its way into the high fashion world.
During the early 2000s, denim exploded in pop culture—remember Britney and Justin in all-denim looks? Among the craze, Louis Vuitton stood out with Marc Jacobs’ genius twist on the material, debuting denim bags like the Baggy and Pleaty.
Pharrell’s Revival of Y2K Cool
Pharrell seems intent on reviving the cool-girl denim vibe of the 2000s. It’s a smart move — nostalgia sells. Fans are hunting for vintage Vuitton denim pieces, prompting the re-release of archival styles in the LV Remix collection.
With denim appearing consistently in collections, Pharrell follows in the steps of Abloh and Nigo, reintroducing denim into LV’s DNA with new textures and styles like the Speedy in Damier Denim.
The Bigger Picture: Denim as Strategy
Denim might appear niche, but Vuitton has long priced these items at the top tier. Some resale pieces reach over $16,000, proving lasting demand.
Over the years, denim evolved into many Vuitton formats—from Micro-Speedys and Croissants to Loop Bags and limited-edition OnTheGos. Yet, the question remains: will these new creations stand the test of time?
Pharrell’s embrace of denim might just redefine Vuitton’s future. For now, collectors continue to invest in pieces that blend high fashion with casual flair. Maybe denim was never just a phase after all.