Pharrell Williams and NIGO Reimagine Menswear for Louis Vuitton Fall/Winter 2025
July 11th, 2025 – In a campaign that feels more like a living art piece than a seasonal drop, Louis Vuitton unveils its Fall/Winter 2025 Menswear Collection—an evocative meeting of minds between Men’s Creative Director Pharrell Williams and longtime collaborator NIGO. Framed through the lens of photographer Harley Weir and set against the architectural playground of the Site of Reversible Destiny in Yoro Park, Japan, the campaign positions Louis Vuitton not simply as a fashion house, but as a canvas for cultural dialogue, artistic reverence, and global imagination.
This season’s creative thesis is rooted in the past—but far from nostalgic. Instead, Williams and NIGO engage in what they term “Phriendship,” a creative conversation that blends personal histories, mutual influences, and a shared affinity for cultural remix. Their vision takes the shape of garments that reflect everything from dandyism to Japanese tradition, military uniformity to 2000s-era streetwear—a nod to the style ecosystem that first connected them decades ago.
Where Art Meets Sartorial Experimentation
The choice of Yoro Park’s Site of Reversible Destiny as the campaign location is no accident. This iconic, disorienting architectural environment—created in the 1990s by artists Shusaku Arakawa and Madeline Gins—mirrors the collection’s core tension between structure and freedom. The landscape’s distorted floors, fluid colors, and open-sky ceilings become more than just a backdrop—they challenge perception, encourage movement, and reflect the transformative power of both art and fashion.
Within this surreal environment, the clothes take on an almost sculptural presence. Outerwear leans into texture, tailoring strikes a balance between opulence and utility, and motifs inspired by Japanese design philosophies find their way into accessories and fabric treatments. Every element of the collection feels steeped in reference yet completely contemporary—woven with intention, crafted with irreverence, and finished with the unmistakable Vuitton polish.
Pattern, Portraiture, and the Power of Collective Identity
Shot in both stills and motion, the campaign embraces a storytelling format that favors immersion over explanation. Weir’s images capture models styled not as mannequins, but as individuals—art-obsessed travelers suspended in a liminal space between ancient past and speculative future. Their group formations echo classical portraiture, while the tactile complexity of the garments—quilting, embroidery, layering—feels purpose-built for high-definition scrutiny.
Video vignettes add a cinematic layer to the collection, pairing sound and movement with the dramatic undulations of the environment. These aren’t traditional fashion films; they’re fragments of a larger narrative, one that doesn’t need resolution. Instead, they leave you with a question: what happens when heritage and futurism don’t compete, but collaborate?
A Recalibration of Louis Vuitton’s Menswear Legacy
The Fall/Winter 2025 collection is less about trends and more about trajectories. Pharrell Williams’ tenure at Louis Vuitton continues to chart a course that fuses inclusivity, global culture, and artistic experimentation—all while staying grounded in the Maison’s time-honored commitment to craftsmanship and travel. The presence of NIGO—whose own influence spans music, fashion, and design—only deepens this multidimensional approach.
Together, they don’t just design clothing; they propose an ethos. One where fashion honors its origins, thrives on collaboration, and dares to ask what comes next.