Louis Vuitton's Surf-Inspired Menswear Show in Paris
During a week when Paris experienced temperatures nearing 40C, many residents likely wished to be at the beach. Louis Vuitton offered a beach-like experience at its menswear show, where the ground was covered with sand and a large artificial wave served as the backdrop.
The menswear collection, designed by Pharrell Williams, embraced a surf theme. The lineup included branded wetsuits, Ugg-style boots, and chunky knits reminiscent of those worn by surfers at the end of the day. While there were jumpers and relaxed suiting pieces, the active lifestyle concept dominated with board shorts, caps, skate-style sneakers, and gilets. Some models carried surfboards emblazoned with the Louis Vuitton logo, culminating in a final look featuring a model in a monogram wetsuit carrying a bicycle on his shoulder.
Controversy Over Venue Usage
The show took place in the gardens of university accommodation typically used by students, which sparked controversy. A small protest occurred outside the event, and 1,300 people signed a petition opposing the brand's use of the lawn, as it restricted access for residents. This follows similar usage of the space by other brands such as Loewe and Victoria Beckham. In April, union representatives sent a letter expressing concern about “external events unrelated to the university’s mission repeatedly [privatising] spaces essential to residents’ lives”.
Celebrity Attendance and Brand Highlights
Front-row guests included Missy Elliot, Jeremy Allen White, and basketball player Victor Wembanyama. Louis Vuitton had already achieved significant celebrity menswear exposure prior to this event. Callum Turner, a brand ambassador, wore two suits designed by Pharrell Williams for his three-event wedding to Dua Lipa. These included a tan suit for the reception in Palermo and a custom black tuxedo for the final ceremony at an 18th-century Sicilian mansion. Lipa’s Instagram post of the newlyweds garnered 14 million likes, illustrating the extensive reach of such product placement.
Louis Vuitton is known for its lavish presentations. In 2025, the brand was valued at $40.7bn (£31bn). The show on Tuesday evening featured an impressive set, a live orchestra, and a choir. Earlier in May, the womenswear division staged a separate event. To emphasize its connection to high culture, Louis Vuitton has agreed to sponsor the Louvre museum, home to masterpieces by Rembrandt, Holbein, and Vermeer, for three years.
Saint Laurent's Slim Silhouettes and Celebrity Front Row
Earlier on Tuesday, Saint Laurent presented its menswear show. Madonna, Charli XCX, and Connor Storrie from Heated Rivalry were seated in the front row. The celebrities attracted attention online by smoking cigarettes before the show began. The collection continued the trend of slim silhouettes seen during Milan menswear week. Models wore fitted knits, skinny-fit trousers, and tailored suiting, with some pieces featuring shoulder pads to balance the slim pants. Madonna later performed at a party hosted by the brand.
