Louis Vuitton transformed a university garden into a beachscape with sand and a huge artificial wave for its menswear show during Paris Fashion Week, as temperatures in the city approached 40°C. The collection, designed by Pharrell Williams, embraced a surf theme featuring branded wetsuits, Ugg-style boots, chunky knits, board shorts, caps, skate-style sneakers, and a gilet. Some models carried surfboards emblazoned with the Louis Vuitton logo, and the finale saw a model in a monogram wetsuit carrying a bike on his shoulder.
Controversy Over Venue Choice
The show was held in the gardens of university accommodation, sparking protest and a petition signed by 1,300 people opposing the brand's use of the lawn, which restricted access for residents. Other brands, including Loewe and Victoria Beckham, have also used the space. In April, union representatives complained about the repeated privatisation of essential spaces for external events.
Celebrity Front Row and Product Placement
Front-row guests included rapper Missy Elliott, actor Jeremy Allen White, and basketball player Victor Wembanyama. Louis Vuitton had already secured significant celebrity exposure when actor Callum Turner, a brand ambassador, wore two suits by Williams for his wedding to Dua Lipa. Turner donned a tan suit for the reception in Palermo and a black custom tuxedo for the final ceremony at an 18th-century Sicilian mansion. Lipa's Instagram post of the newlyweds garnered 14 million likes, providing extensive product placement.
Lavish Production and Brand Value
The show featured a live orchestra and choir, consistent with Louis Vuitton's reputation for lavish statements. In 2025, the brand was named the most valuable fashion brand at $40.7 billion (£31 billion). In May, its womenswear arm held a no-expenses-spared show at the Frick museum in New York, and the brand has agreed to sponsor the museum for three years to underline its connection to high culture.
Saint Laurent's Slim Silhouettes
Earlier on Tuesday, Saint Laurent presented its show with front-row attendees Madonna, Charli xcx, and Connor Storrie. Celebrities caused a stir by smoking cigarettes before the event. The collection continued the slim silhouette trend seen in Milan, featuring fitted knits, skinny-fit trousers, and fitted suiting with shoulder pads balancing slim pants. Madonna later performed at a brand-hosted party.
