Pharrell Williams, the menswear artistic director for Louis Vuitton, has launched his first fully-fledged Spring/Summer 2024 campaign, featuring Rihanna. The campaign showcases Louis Vuitton's new Speedy bag, which draws inspiration from Canal Street in New York City, where Pharrell entered the luxury industry.

The campaign, shot by Keizō Kitajima and Martine Syms, features three official posters and a video. It highlights the evolution of the Speedy bag, which was originally created by Gaston-Louis Vuitton in 1930 and has since become an iconic silhouette. Rihanna is seen in the visuals, showcasing her pregnancy as she carries multiple versions of the bag through the streets of New York City, casually holding a cup of coffee.

Louis Vuitton describes Rihanna as "a symbol of human empowerment and the quintessential everyday icon" in the campaign. The imagery aims to capture the signature savoir-faire of Louis Vuitton and the stylistic attitude of Canal Street.

You can view the campaign stills in the provided gallery and watch the official campaign video below.

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