The Western Cowboy Aesthetic Returns 🤠 Louis Vuitton Men's FW 2024


The Louis Vuitton Men's Collection Fall-Winter 2024, designed by Pharrell Williams, is inspired by the rugged and captivating American West, and has as its central theme the origins of the Western wardrobe and workwear

The collection addresses the iconography of Western American clothing through craftsmanship - from precious gems to hand painting and expert embroidery techniques, as well as a collaboration with the American boot manufacturer Timberland and a creative exchange with the Natives tribes Dakota and Lakota (Nations). 



Continuing with his first collection as artistic director of the Maison (Men's SS 2024), Pharrell developed an entire ecosystem for LV's Men's line, called LVERS, which was the result of Pharrell Williams' inspiration in the connection between Paris and Virginia, his home state. This is the grand Umbrella that is perpetually at the heart of the Maison's men's practice.




In this artistic ecosystem, its workshops and its collaborators, people of different origins and roots work together on a shared vision of LVERS. This is the contemporary mechanics of Louis Vuitton's Studio PrĂŞt-Ă -Porter Homme.



It's a state of mind based on warmth, well-being and welcome, which echoes the vision of a global community connected by the appreciation of the House's core values: discernment, savoir-faire and travel as eternal source of inspiration and eternal mind opener.

The First Cowboy - Work Clothes


The savoir-faire of Louis Vuitton Men's Fall-Winter 2024 is a tribute to the workwear that historically characterized the wardrobe of the American West, and its Gold Rush.


The flared jeans are decorated with floral embroidery, pearls and sequins, and feature wash effects that imitate gunmetal. Leather jackets and pants imitate saddle embossing, while chaps come in fringed, studded or embroidered denim or leather. Besides, Scottish Checks are fused with LV's iconic print, Damier chess, in a Buffalo Check pattern (as plaid) interpreted in various fabrics.





Blanket coats and vests are adorned with denim monograms, and pajamas are made from denim lace. Original cowboy paintings are adapted into jacquard tapestries used on various garments, and printed on aged garments as if eroded by the prairie sun.




The American Dandy - Tailoring and Shirtmaking




Louis Vuitton's Men's Collection FW24, directed by Pharrell Williams, explores the traditional clothing of the American West, evolving the figure of the American Dandy through 'country' influence. Garments, from suits to shirts, incorporate Western motifs such as cacti, buccaneers and bolos, transforming workwear into tailoring with details such as hand-embroidered metallic cuivre flowers, multicolored sunburst beads, and suits with pinstripes or checks Damier (LV's iconic pattern) created with metal or turquoise decorations.




Dungarees, prominent in workwear, come in fine tailored fabrics, while Western shirts showcase yokes, rivets, floral embroidery, Monogram denim jacquard fabric, denim lace, Western prints and soutache embroidery on chambray fabric.






LV x Timberland

In a collaboration with Timberland, a series of American work boots are reinterpreted through the creative lens of Louis Vuitton and the savoir-faire of its Italian factories.

The proposal for FW24 is a classic industrial boot in Nubuck Scrivante -a type of leather used exclusively by Louis Vuitton in their collaboration with Timberland for their fall/winter 2024 men's collection-. 

The collection includes the classic industrial boot proposed in wheat-colored or black waterproof scrivante nubuck, debossed with the maison’s monogram, and echoed on the back of the tongue. Additionally, the collection features the boot in pebble nubuck and super-grained buffalo nubuck versions.

The chunky boot is 15% larger than the classic one. Finally, a very limited edition of the design is crafted with real gold LV monogram eyelets and tongue charms, and worn in Monogram canvas and plexiglass trunks.

A creative exchange with the Dakota and Lakota Native Indian Tribes (Dakota and Lakota Nations)

The Menswear Fall-Winter 2024 collection includes collaborations with artists from the Dakota and Lakota Native American tribes, through accessories - Parfleche blankets and Dakota flower scarves, and the staging of the show and its soundtrack.

Led by creative director Dee Jay Two Bears of the Standing Rock Sioux Tribe - whose practice spans design, film, music, dance and activism - the artistic exchange builds on a decade-long relationship between Pharrell Williams and the Dakota and Lakota communities.

Gears


The Speedy bag, the shoulder bag and the travel bag are embroidered with a Dakota flower that symbolizes the beautiful roots of nature. Three hand-painted Keepall bags with parfleche motifs (a Native American rawhide container that is embellished by painting, incising, or both) and images inspired by the artwork of the bags traditionally used to carry the tipi structures carry the Topa cross which means the four winds of the Earth.


The beaded brass tassel shaped charms are feathered with horse hair.

Louis Vuitton's shoes draw inspiration from the work boots of the American West, particularly the LV Texan, a genuine cowboy boot created in collaboration with the expert Western shoemaker, Goodyear, in Texas. This authentic cowboy boot combines Louis Vuitton's iconography with that of the American West through its stitching and embellishments, showcasing a fusion of both influences.

Inspired by the 19th century parures (a set of several matching jewelry items), the collection's jewelry proposal is made of authentic turquoise and zirconia, to which pearl necklaces are also incorporated.


As a tribute to the cowboy, rope motifs are featured as engravings on silver rings and in the texture of earrings with turquoise crimping. Additionally, a new chain of fine silver links, inspired by the rope, makes its debut in oversized dimensions, further emphasizing the Western influence in the collection.


In a true testament to Louis Vuitton's commitment to innovation, Millionaires sunglasses have been reinvented in three captivating new editions. The Millionaires sunglasses, originally created by Pharrell Williams and Nigo for Louis Vuitton in 2004, now come in a carbon fiber version. The carbon fiber frame not only adds a contemporary touch to the sunglasses, but also improves its durability and lightweight feel. This fusion of modernity and tradition is a hallmark of Louis Vuitton's design philosophy.


These 3.0 Millionaires feature a classic pilot shape with tinted lenses in colors designed for chromotherapy purposes, combining modernity with a nod to the brand's heritage.

Film prelude in honor of the cartoonist Ron Husband

Louis Vuitton's Fall-Winter 2024 Men's show opened with a film prelude directed by filmmaker and photographer Bafic. Capturing Ron Husband at work, it illuminates the American character animator as he outlines his vision of the first cowboy - the central theme of the collection - and reflects on human relationships, cultural impact and the American West.

Born in California in 1950, Ron Husband worked for Walt Disney Animation Studios for 38 years and counts characters from The Little Mermaid, Beauty and the Beast and The Lion King among his achievements. He is considered one of the most influential artists of the genre.

Louis Vuitton's Fall-Winter 2024 men's show also featured a performance by Native Voices of Resistance, a Powwow group made up of singers from Native American tribes across North America.

Love - The Soundtrack

The soundtrack includes four original pieces:

• The Spirit of Saturday Night Live - Native Voices of Resistance x Pharrell Williams (composed by Lakota "Hokie" Clairmont and Pharrell Williams)

• Good People - Mumford & Sons x Pharrell Williams

• Shotgun Wedding - Pharrell Williams x Jelly Roll

• Doctor - Pharrell Williams x Miley Cyrus

The New Cowboy Era


BeyoncĂŠ attending at the 66th GRAMMY Awards on February 4, 2024, in Los Angeles, where she wore a custom Louis Vuitton by Pharrell Williams. 'Queen B' sported a custom collarless black Damier leather jacket with studs, a matching skirt, a white shirt, a black tie, and a black silver LV belt from this Fall-Winter 2024 Men's Collection, as a prelude to the launch of his eightieth album, Cowboy Carter.

BeyoncĂŠ's new country album, Cowboy Carter, has significantly contributed to popularizing the cowboy trend nowadays. 

This album is the second part of a trilogy that Beyonce prepared during the pandemic. The first act was RENAISSANCE, and its purpose is to reclaim musical genres that were originally born in black communities and were stripped of all black identity.

The album includes a cover or reinterpretation of the song “Jolene” by country singer Dolly Parton.

Last year, we already experienced iconic moments of Rodeo Aesthetic with Barbie and Ken, while Tex-Mex NorteĂąa, Banda or Regional Mexican music became popular throughout Latin America, with exponents such as Peso Pluma and Christian Nodal leading the charts in the region, and surprising collaborations of singers of the urban genre and exponents of Latin music - such as Bad Bunny, Shakira, Becky G, Karol G, with this genre of corridos, popularized by TikTok nowadays.

According to Google Trends data, searches for cowboy boots in 2023 went up by 77%, while cowboy hats and cow prints made multiple appearances, too.

Rodeo Vibes
Rodeo Vibes
Bella Hadid and her boyfriend, the Rodeo Star Adan Banuelos, also add fuel to the cowboy influence, which apparently will also accompany us in the coming months.

With information from Blue Press Service

Jessymar Daneau Tovar (@letroupe)

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