And for him, the mission was clear: “From Paris to VA, VA to Paris,” he says, “that’s literally the narrative. Just by being there, they were getting a taste for what Pharrell had in mind for his debut: The collection he would present in Paris is titled LVERS, as in “Virginia is for….” He was here not just to satisfy the thousands of fans who came out for his music he was here to introduce them-or reintroduce them, as the case may be-to Louis Vuitton, to Pharrell’s Louis Vuitton. While the fashion world was awaiting Pharrell’s first show in June to see his vision for the brand, the people of Virginia Beach were already experiencing it in April. My initial presumption-that he’d taken time off from his new job to tie up the loose ends of his old job-reflected a misunderstanding in what was really going on here. His work for the brand was all around us. What became apparent to me over the course of a few days in Virginia Beach during Something in the Water was that Pharrell wasn’t just toiling on LV projects remotely. I pushed it in every aspect, every category. “We’re in constant contact,” he says of himself and his team back in the Paris studio. But he assured me that he’s still working on the LV collection remotely. Pharrell is a prodigious multitasker-endlessly juggling a music career with a skin care line and a restaurant and a hotel and collaborations with Adidas and one of LVMH’s newest high-value acquisitions, Tiffany & Co.-but given the enormousness of the new job in Paris, I was amazed he was at the festival, in mind and body, hosting and performing.
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