*WHY DID LOUIS VUITTON DO THIS!?* Pharrell's New Job at Louis Vuitton 

I’m withholding judgment until I see the collection, prepared for it to be fantastic or a disaster. I was just really shocked that a true designer wasn’t chosen. That being said my dad is very interested in what comes out from LV now because he is a fan of Pharrell so if that was LV tactic, it’s working.

In terms of personal style and fashion, he's an icon and this was a good choice on LV's part. Also, I think a lot of people forget that big companies like LV hire teams full of formally trained fashion designers, and the role of a creative director isn't necessarily a design job but it's to direct the team and steer the ship of the house into a vibe, a mood, a moment and carry out that vision as a collaborative effort. I think it's gonna be great.

I must admit Virgil was lightning in a bottle, and the likelihood anyone can come to that level of immediate success is very slim. But Who’s to say Pharrell hasn’t done any training, just because we haven’t seen it? Let’s remember Virgil was encouraged to take his architectural design training and use it for what he found passionate - Fashion. Even if LV had selected someone with formal training that doesn’t guarantee success. Pharrell may have interviewed with a vision/direction that no one else could beat.

You’re most recent videos have been such a welcome change. Thank you.

Cassie your research on the subject is phenomenal, and not to mention your presentation skills. Wish we were in a group project in Uni

Well said, you touched on every thought we are having. Thanks for sharing, you know your own craft exceptionally well.....:)

Cassie you presented this really well. I learned a lot from you sharing your research. As for Pharrell being the new director I think this may attract a new client to the brand. To me it seems like LV is in the era of looking for lifestyle clients. By this I mean LV wants clients that shop in all categories the brand offers. Having a director like Pharrell could possibly be what’s needed for the moment. We will have to wait and see.

Wonderful video. So much information and so well presented. Great job, Cassie.

I felt compelled to comment; I love these types of videos you film (and your monthly trending ones). The amount of research that must go into something like this is truly impressive and I enjoy how thought-provoking they are. Our personal styles are very different and yet I still love coming back for your informative videos. Hats off to you, this is excellent (although I'm still on the fence about this news 😂) 🖤

cassie i’ve been loving this content format!!! so interesting and informative

You completely hit the nail on the head that this shouldn’t be a trend in the industry. There’s a reason why in *every* industry people work their way to the top. I wouldn’t see a doctor who had no formal training. I wouldn’t hire a CEO who had no business background. That said, I’m also waiting to see what’s served to us in June and rooting for Pharrell to find success at LV. Great video as always Cassie. ❤

Cassie I really appreciate your knowledge of the industry and the knowledge you share via this medium. What a treasure you are!.

This is one of my favourite videos from you, Cassie. I too, was disappointed by the announcement - for all the reasons you’ve mentioned here. Great analysis. I would’ve loved Wales Bonner in the role but I guess we’ll have to wait and see how this works out for LV.

Good video! Very informative! I have to tell you that I’m in London for the first time and I am loving it!! I’ve asked you a few questions and you graciously answered them all which helped me tremendously. I went to new bond street, Selfridges, Harrods, bicester village, Piccadilly Circus, china town. I’m dreading looking at my credit card bill 😩 however it was all worth it!! I would love to come again in the spring!!

The history portion of this…😍🔥 NERDing out lol. Brilliant video, much love!

So informative. I loved this one. ❤

So excited to see his collections!

Such a great video. With constructive criticism, opinionated in a respectful manner and so informative. Cassie the researcher stroke again❣️💞

Very well done. This was a comprehensive and respectful analysis of the situation. You show that you can have substance and style. You are a total class act Cassie.

Are we getting a video with your fabulous mom 🥺 plz she’s like a celebrity guest on this show we love her ⭐️

Thank you Cassie, it was informative. I’m looking forward the first collection. Love Pharell, the musician and he has a great style. Will see

My first video of the day during the week is yours. I always get coffee, click RU-vid and say "Where's Ca$$aaaaay with my fashion update?

Wow, this must have taken you some time doing this research. These are probably some of my fav videos you do, I like learning about the past and timelines of brands and people. I found this really intriguing. Thank you!

I agree that a true designer being chosen would've been a great move for LV, but growing up on Pharrell, I think this was amazing. Pharrell has always been one to look ahead of the curve- or even against it. Musically, Pharrell did things in hip-hop and pop that cannot be replicated and in fashion, he has made a name for himself (even if it's not as a true designer.) But I am super hype by this because it's a black man continuing to make a path for more black men. If one of the two women had gotten it, I would've felt the same way for black women. Opportunities to allow our culture to shine authentically are what excited me about Abloh, and what I hope for Pharrell.

As a fashion student myself, I do really think there are mainly two aspects to this situation - commercial and art. Pharrell for Louis Vuitton is not the first for this. We saw this clash between commercial and art with most recently Alessandro Michele and Gucci, as well as with Daniel Lee for Bottega Veneta - where creatives split paths with companies as their direction no longer aligned with that of the executives that of course, call the shots. It is clear with Louis Vuitton that Pharrell is a safe choice, especially with his keen eye for commercial, lest we forget the results that we’ve seen with his collaboration with Chanel that was most prominent in Asia. However, what really has many fashionistas and students especially displeased about is the fact that many of us study and train years in the craft of fashion. It’s not as straightforward as most people think. We study textiles, culture, conceptualisation, technical design, product development, quality checks, logistic planning, marketing, digital commercialising, economics, entrepreneurship and the list runs on and on as we further our career. After having done all that, we are set back once again by major fashion brands that serve as our industry’s leaders with decisions like these to employ someone with little former fashion education to be at the helm of the peak of fashion creation. This will no doubt be an impact to the art of fashion. The most crucial part of being a director is not how cultured or creative one is - it’s about how effectively one communicates that culture and creative ideas to one’s design team. To do that, one has to have technical knowledge of the craft, which can’t be mastered out of fashion school. Is this surprising? No. As we are all well aware, LVMH is an organisation that prioritises commercialism over art. This is not to impugn on the works of designers that work under LVMH-owned brands, but call a spade a spade. This begs the question: Where does the balance sit between commercialism and art?

I‘d rather go with a safe guy like Pharrel than another potential Balenciaga moment with someone we don‘t know. If LV would get canceled I could throwing half of my collection away. I‘m excited to see what he‘s going to do! 🎉

You really are the best fashion news queen 👸 💖 💕

I'm interested to see what he will create. Great research and discussion, Cassie

Great informative video as always. Looking forward to see what the men’s line will be under his guidance. Side note-could not stop looking at the ear cuff/bar on your ear!! Please share! ❤

Time will tell if it’s the right decision but I do agree they should have given the role to an experienced designer

yeyyy new videooo 😊😍

Great video hun!!

Well said Cassie. Thank you for the concise recap and thoughts. Like you, I wasn’t surprised, but I am disappointed by the decision. I would’ve liked to see a young, emerging designer lead LV men’s.

Just here to listen to Cassie 🥰 and hope that LV has good stuff coming in the near future 😆

Great video and content as usual ! But I need deets on Fendi ear cuff…. Is it comfortable ? 6:34

Hi Cassie Just a quick addition to Pharrell’s design creds: he did a collab with Moynat in 2014, designing their limited edition train collection.

TBH, I was afraid you'd be 100% on board with this choice. What I mean is: I suspected most people thought, "Oh, yeah, Pharrell makes absolute sense!" Agree 100% with your nuanced opinion: it makes sense, I also thought of the legacy you mentioned, but it's also disheartening for those who are trained and experienced designers committed to their craft. Across most professions, people are becoming "brands." Companies are kind of hoping for everyone to be a sort of influencer in their domain. It's in line with the times yet short-sighted, since some people work better in the background, as planners and strategists, not at the front/as spokesperson/influencer/celebrity.

Not directly from the fashion world, but there's a running joke in general; the designer showcases his beautiful render of a a new product. the engineer admires it, and asks "Wonderful! So tell me, how this and this parts are supposed to work?" the designer says, "It's up to you to figure it out". the engineer 🙄 In the old days, designers and artists in general worked their way up from apprenticeship, learning all the basic skills. Nowadays even trained designers are often lack of full understanding of tailoring, construction and materials because the emphasis is much more on creativity, clever concepts and being different... and that seems to be the continuing trajectory into the future, this appointment being just an example. LV is not my favourite brand and I couldn't care less whoever the creative director they choose... but ideally I want to see the beautiful marriage of the designer and the engineer industry-wide.

Yes! Yes! I totally agree..

Chanel actually has a teeennttyyyy tiiiinnnyyy men’s collection every season. It’s basically only available easily in Paris but can be ordered.

Once again great research and well executed . So Ms Cassie you are more than a pretty face enrobed in designer clothes, you know your stuff 😊……….🤗🇨🇦👏🏾👏🏾👏🏾👏🏾👏🏾👏🏾👏🏾👏🏾👏🏾👏🏾👏🏾

I am excited to see what he does. It makes sense and I love his style

you could read the ABC's and I'd still be entertained. Love the content. I learn something every M/W/F. Have a wonderful weekend Ca$$ie :)

I appreciate you pulling together his catalogue of fashion experience. That gives me more confidence, I think he's fashionable (he has a dope personal style). Maybe they want to continue to think outside the box. He also sees sound in color. Just a dope individual. Good luck Pharrell!

That Fendi earring is giving Iced out Airpod vibe. OBSESSED

I think he is a placeholder, talented people like this are not going to stick around to do one thing, he might work with lv but he is working for his own brand always. He is the brand he is just adding his fame and novelty to lv, I think he will be successful and I don't give it more than 5 years if that much and he will move on.

Great video as always! Other designers such as Grace Wales Bonner may not have wanted the role which I think is important to consider. Also in a video i watched recently they spoke about the business side, this isn't just about clothes it's about growing profits so it would be risky to take a chance on someone they're unsure about. Pharrells experience in fashion, might not be at the same level as other people but it's important to remember that the role of a creative director is to create and oversee a vision which he's shown he's able to do. I can understand people thinking someone with more of a fashion background should have gotten the role but Pharrell isn't just some random celebrity. I'm interested to see the first collection and hear my favourite fashion people discuss it!

Personally I see them doing this because Virgil had such a big impact, bringing black-male culture and street culture to LV when they were stale and dry. And now seeing how they were able to draw in so much new interest from Virgil, they really wanna continue down that path.

Everytime I think Pharrell the ‘CC The World’ song plays in my head 😝. It caused such a stir & was one of those things u weren’t sure u liked @ first but snuck up on u…hoping he does the same for LV

It’s a wait and see for any new director

Thanks Cassie for your interesting input and research on this surprising news. I’ve also heard the perspective of a French journalist who implied that this might be the new business bet for the future of fashion by Bernard Arnault: going away from the superstar designers era (Karl Lagerfeld, etc) and risks linked to their sometimes wild temperaments/ affairs or unpractical/unsellable items (Galliano, DG, Balenciaga) to a more in-house/ controlled savoir-faire with inspired and culturally enlightened celebrity image.

I feel like Pharell is the perfect fit if LV wants to continue the esthetic Virgil started as far as luxury street wear and that feel and vibe. I can’t wait to see what he comes up with👀

Great video.😍

I agree with you Cassie. This issue reminds me of the actors going to expensive conservatory schools and working so hard. And the nepotism in Hollywood is awful. These kids don’t have the agents that the nepo babies have.

This analysis took me right back to my college marketing 101 class. My professor argued that all commercial products should be marketing, driven not design, driven to best suit consumer needs, market opportunity and business sustainability. A great creative Director then would be pushing/nurturing design talent to innovation and refining the offerings based on design team input and design/production/distribution strengths.

I can see you, in a sitcom or ROM Com. I think you are so funny!

Good morning Cass Cass! Have yourself a fantastic weekend. Pharrell a designer now? Because he’s a known musician, but only time will tell how well he does in the fashion industry I wish him well and the best of luck 🥰🥰.

You don’t need to be a fashion designer by trade to be a creative director, they’re two different jobs. LV will still have fashion designers to design the clothes and everything else. The creative director oversees store design, clothing design, fashion shows, marketing, collaborations etc etc. They are responsible for managing the brands image, vision and the direction it’s heading.

Can't wait to see Pharrell new collection. I'm sure we will be surprise. He has always been into fashion with a very unique style just like ASAP Rocky.

I’m excited for Pharrell, I think his approach is going to see LV go in a similar direction to how Kenzo is now. I loved the video!

I just feel sorry for all the new and old designers looking for a big opportunity like this 😔 but again the world it is not fair . I understand that Pharrel did colabs but I know him more though his music. Let's see ! Love the video Cassie ❤

I agree that it’s a shame that someone who has no technical fashion skills has been chosen but as you said it’s not surprising because Bernard Arnault is a greedy man. Also I find it interesting as much a i liked Virgil’s work at LV, the Off White collections have gotten SO MUCH BETTER since his tragic passing. It really shows that yes he was a visionary but his lack of skills reflected in the poor state of his own label. So it’ll be interesting to see wether pharells mediocre fashion sense will affect his LV collection or wether he’ll thrive with the support of the amazing atelier

Thanks for breaking this down so clearly! I was disappointed they didn't pick a young, fairly unknown, designer. I assume LV did this for attention, which clearly worked. Whether people love or hate it, they are interested to see where it goes. I never liked his style, but that's subjective, and I'm not the target customer. He seems like a generally nice man 🤷🏻‍♀

Indeed (PERIOD)!

I think it was a good love for LV!!! Can’t wait to see what he comes forward with 😍

I have always loved Pharell since NERD & his person style is amazing, so as much as I do feel that it probably should have gone to an up & comer…I will reserve judgement until his collection comes out. I have a soft spot for him. Maybe lightning can strike twice with Virgil & Pharell. We shall see

Lvmh excels at the business of fashion and not fashion for fashions sake. They appeal to mass markets and apparently phrell is also good at that. It’s going to work but don’t expect legendary status design. Plus he’s just likeable which is also a bonus for lvmh. Mainstream, clean, and nice.

Happy Friday Cassie. Since the decision has been made lets see what Pharrell brings to the table. Don't count him out yet. Be blessed.

Thanks for doing an in-depth video on this topic I felt the way you presented the history and facts was amazing! You need your own fashion Column in a top fashion magazine!! LVMHs decisions are questionable the guy leading it has selected his own kids to lead some of the fashion houses. I feel Pharell was not the right choice. Virgil was also an engineer his take on fashion was different which is why he was able to do what he did. Him and Kanye worked together for free for many years before he was appointed by LV. It wasn’t something that was handed to him. Someone new and fresh should have had a chance but that’s my opinion. I could be wrong but We’ll soon find out when the new season drops!

He has also teamed up with Atlantis Bahamas and they are opening a new hotel called “somewhere else” where the old beach tower is. The man definitely has drive. Can’t wait to see what he brings to LV

such a mixed feeling from me when i first read the appointment post, because i was rooting for Grace. although i can see how LVMH is trying to continue VA’s legacy. still sad that i wont be seeing Grace’s touch in LV but also excited what pharell will put on the table. thats my thought

Well time will tell! Sad for people that work really hard in this industry not to be chosen

Interesting video Maybe LV felt that true fashion designers think with techniques as they are trained and Virgil and those like him think with feeling/ emotion/ freedom to think outside the box or just for a runway show. Like Virgil his designs were exciting yet wearable and relatable.maybe LV wanted to keep that raw excitement. Many times trained designers only show their real creativity/ energy during runway shows and then when the collection drops that energy is kind of lost they cant seem to blend the runway energy with the actual collection. I hope this makes sense. Basically let the heart,soul,spirit lead you to blend with the technique. ❤

So excited about Daniel Lee Bottega review 💖

Tout à fait d'accord avec toi sur le fait que les maisons de luxe devraient donner la chance à des stylistes émergents extérieurs ou en interne. Son travail va être sûrement formidable mais je suis de celles qui aiment voir des Alexander McQueen s'exprimer. Où est l'émotion, où est le sens où est l'artistique malgré le savoir faire. C'est toute la question de la balance entre le commercial et l'artistique qui peuvent faire évidemment bon ménage si l'on ose. J'adore tes analyses. Continue

Well, very interesting 🤔 I think that everyone is acting as influencers to everyone else, including you. And this is what makes fashion. Let's see his influence on the fashion scene why not🥰

i actually agree with everything you said a thousand percent. LV had a rare gem, a stunning exception to the usual standards of what constitutes a Creative Director with someone like Virgil... but that can't be replicated. Especially not by someone already established like Pharell. they definitely missed an opportunity for someone young and new and truly invested in the FASHION industry wholeheartedly, someone who couldve reinvented or generally elevated the identity of LV. with Pharell i just see a half-hearted continuation of something that, like you said, just cant be replicated

Hey Ca$$ie, agree with you, let's not make this a trend. Let's give the reward to people who have studied and spent countless hours perfecting their craft. But wait ... Did I miss the video on that gorgeous earring (Fendi ...)? Details, please 😀. Thank you! Have a great weekend.

Virgil didn’t have any formal fashion training but he was an ARTIST and his love and history with using raw materials like concrete, wood and metal translated into his work with LV. He also had an eye for color. The problem with Pharrell is that yes he is an artist but is not known as being a VISUAL ARTIST. Sound is harder to translate to the physical world but let’s see if he can do it. I haven’t been a fan of any of his previous collabs so I’m scared that we’re going to be getting a handful of lackluster collections until he hits his stride. Virgil was a VISIONARY and the success he had will likely not be repeated anytime soon.

Since he has such a creative perspective and has done designs before, I’m less disappointed than some. However, he’s has some big bags and shoes to fill behind Virgil. His first show has to be unique, exciting and establish him as a true force in fashion.

I fully agree with your disappointment. I feel like a capsule collection or something like kidsuper's one-off would have been one thing, but I suppose time will tell. I'm one of the few that didn't love Virgil's work with LV. Love off-white, but I never felt like it translated to LV the way I was hoping. That said ... I'm optimistic to see where Pharrell takes the men's collections as I've not loved some of their more recent bag and slg lines. I want them to bring back classic monogram with vachetta to mens so badly.

I do agree with the High Snobiety article that a Creative director is here to lead and curate the vision. I was shocked that LV even considered Pharrell, I don't think he truly was on anyone's radar. He is super talented with such a keen eye, I think it will be great. However, I do see where designers and those who have studied fashion would be disappointed but I truly do not think that a fashion house hiring a celebrity will be a trend going forward. I think this is a special case that worked for LV but I really don't see any other house that this strategy would work for.

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I love your deep-dives and analyses. Also, the collab with Kid Super looks great. Maybe that would have been the way to go, find interesting collabs for a season and keep the brand going into different directions. Or in fact give the job to a highly trained woman, but that might have been too progressive for them (excuse the sarcasm). I have no issue with Pharell not being a trained designer, but this feels like a desperate attempt to replicate/replace Virgil, and as you said, there was only one Virgil. Pharell is an established figure in the entertainment industry, and good for him being a multi-hyphenate ... but a Jack of all trades could turn out to be a master of none. As to the issue of scandals, fashion brands can destroy their own reputation without involving a celebrity. Balenciaga being a case in point.

I am curious to see his first collection because he might suprise us

I guess there must be something about the ‘non trained’ fashion designers like Virgil and Pharrell that caught the eyes of LV. Now I am very excited to see what’s coming out in June, to see if LV is spot on once again

IMO they did a great choice with Pharrell, Virgil would’ve approved. Idk any of those other up and coming designers at all, not just me but a lot of people don’t know any of them. We all know Pharrell, he’s been on the game for years. He is just as creative as Virgil was, no comparison but those are facts. Let’s see what Williams brings to the table before anyone speaks.

Business genius. I only knew him from the voice but damn the man can market himself.

I was concerned at first too but after this video the choice makes a lot more sense. :)

everything went down since the moment fashion came in fashion !!!!! we went from an unattainble industry that felt lilke an exclusive club only for certain people and most of the people who are now so into fashion had zero interest back then , to the exact opposite. We went from Anna Wintour saying "to be in Vogue has to mean something" to a desperate magazine. There is no balance and nothing makes sense anymore. Gimmicks, extreme marketing and celebs with buzz. The whole fashion industry has completely given up and actually caters to a very specific audience, the only audience they want to please, hypebeasts!!! who the hell knew ...

I do think if they were to bring him in to create or co-create a collection is fun idea...much like Kim Kardashian with Dolce however, I do believe the full time and main position should go to an experienced and well versed talent and one who has already been involved in the brand and its development.

I like his hat style.

Agree on LVMH wanting a safe choice

The Creative Directors for LV Men's Universe has always been awesome! It's always someone who is pushing the limits even more but how about we do a refresh for LV Women's Universe? I couldn't be more bored with Nicolas Ghesquiere, same same each time, just using different materials, colours or adding yet another pochette to everything & then slap on another $1000 on top! SO.BORED.FOR.YEARS...All the fresh young Designers mentioned, give them a go & let them breathe some fresh air into the brand! Personally, I'm all for bringing Marc Jacobs back & Nicolas back to Balenciaga as his era there was amazing! 😃

Virgil gave LV a much needed "edge" and I can see Pharrell continuing that essence with his own twist.

Billionaire's was hard to get !

Personally I'm excited and looking forward to seeing Pharell's first collection this year. While the fashion industry is full of trained designers doing jobs at various levels, I feel Pharell will bring something unique, that x-factor that doesn't always come with training but with a personality that has had unique experiences and exposures across various fields of life. Good choice Louis Vuitton!!

Hello Cassie

Pharrell is a fashion trail blazer. I’ve seen him in pieces that I’ve spent years seeking out. Love ❤️ his style. Expect nothing but success on this collaboration 🙏🏽

LVMH’s current business strategy is on reach and profits. They’re playing it safe with LV. It is their biggest cash cow and I doubt they’d want to take a risk. After all it is run by business men and not fashion designers. Pharrell makes sense as he has connections in Asia, transcends generations, and is relatively drama free. I agree that they could have gone with a more traditionally trained designer if they wanted innovation or wanted to experiment with something new. It’s LV tho. People know who they are and their designs at this point are staples that people covet regardless of price or who is their latest ambassador.