Louis Vuitton's latest pre-fall campaign features a unique collaboration with skateboarder Tyshawn Jones, marking a departure from his usual skatepark haunts. The campaign, shot by Oliver Hadlee Pearch, showcases the brand's menswear collection in an unexpected setting: Central Park. This move is a strategic shift, as it positions Louis Vuitton as a brand that embraces diverse lifestyles and subcultures, rather than just the traditional luxury market.
Jones, a two-time Thrasher Skater of the Year award winner, has been a viral sensation with his daring skateboard tricks, including one in Paris where he performed a death-defying stunt while wearing Vuitton-branded boots and a skateboard. This viral moment solidified his status as a skateboarding icon, and now he's bringing that edgy, urban vibe to the pages of fashion magazines.
The campaign features Jones posing on boulders and marble balustrades, showcasing the collection's summery take on city archetypes. The collection, designed by Pharrell Williams, includes relaxed linen suiting, boxer shorts, patchwork check denim, and crochet knits. Notably, the designs incorporate elements of skateboarding culture, such as a tracksuit in a Prince of Wales Monogram check and a dark blue denim coach jacket with Monogram-printed turn-ups.
Jones' fashion ventures extend beyond Louis Vuitton. He has a successful partnership with Adidas and owns three brands: King Skateboards, Brick Underneath (an underwear brand), and Hardies NYC. His collaborations with Denim Tears and G-Shock have further solidified his influence in the fashion industry. Jones has also graced the pages of Tiffany & Co. and Marc Jacobs campaigns and previously appeared in Vuitton's spring 2020 collection, designed by the late Virgil Abloh.
Pharrell Williams, known as Skateboard P in the '90s, has a deep connection to skateboarding culture. His streetwear brands, Billionaire Boys Club and Ice Cream, and his Vuitton designs, like the LV Tilted sneaker, reflect this influence. Williams' ability to merge skateboarding aesthetics with luxury fashion is a key factor in the campaign's success.
In conclusion, Louis Vuitton's collaboration with Tyshawn Jones is a bold move that challenges traditional fashion boundaries. By bringing skateboarding culture into the luxury realm, the brand is not only attracting a new audience but also sending a powerful message about inclusivity and the fusion of diverse subcultures. This campaign is a testament to the power of collaboration and the evolving nature of fashion, where the lines between sports and luxury are increasingly blurred.
