The Louis Vuitton exec talks about the strategies and future plans for the flagship brand on the sidelines of the Men's Pre-Fall 2024 fashion show in Hong Kong SAR.

"We are courageous, in this macroeconomic moment we are among the only ones to hold such large and important events. Louis Vuitton has a history linked to the world of travel and it will increasingly be an asset on which we will focus." Pietro Beccari, president and CEO of Louis Vuitton, a few minutes from the brand's Men's Pre-Fall 2024 show designed by Pharrell Williams, outlines the guidelines of the development project of the flagship brand of the LVMH group. "My goal? To increase the coolness and desirability of Louis Vuitton, a sacred brand in the world of luxury which can now count on two incredible talents such as Pharrell for men and Nicolas Ghesqui&egrave;re for women [Editor's note: the brand has recently renewed the agreement with the designer has been in the creative direction of womenswear for 10 years]."

L'OFFICIEL: Why did you decide to have this show in Hong Kong?
PIETRO BECCARI: Because Louis Vuitton represents travel and travel will be increasingly linked to Vuitton. We are closely linked to Asia and this city. Having Pharrell here to present his new collection is something we are very proud of. And for this show, we had great support from the city and government bodies. [Hong Kong SAR] is an important business city that is growing and giving us great satisfaction from many points of view. The business is growing and returning to 2019 levels, a bit like what is happening throughout the Asian and Chinese markets. For example, Macao is also recording important signs of development beyond our expectations.

L'O: Does business risk influencing style?
PB: Absolutely not, style and creativity have always been free to express themselves to the fullest. It's the market that must follow the trend that our creative directors build.

L'O: Especially with Pharrell, the Louis Vuitton man is becoming more and more of a creative.
PB: We are lucky enough to have an incredible creative in-house who is helping us create a lifestyle idea for Vuitton. Now that Pharrell has moved from Miami to Paris, he has a registration office next to the space where he creates the clothes in the collection. No other brand can boast a creative director capable of creating songs, designing clothes, and imagining a 360-degree lifestyle.

L'O: How did the choice to enlist Pharrell as creative director of Louis Vuitton Men come about?
PB: I've always wanted to work with Pharrell since 2008 when we met. I was just waiting for the right opportunity. Which arrived with Louis Vuitton. When I called him he almost didn't believe it, he thought it was a joke. I believe there is always a need for a bit of madness in this world, that we must take risks, that we must dare. Today, the biggest mistake in fashion is repeating itself. The consumer wants excitement and novelty.

L'O: Today, you have two important creatives on board at the helm of the brand.
PB: We are very happy. I think we have two geniuses in the industry on board. A couturier like Nicolas and a creative like Pharrell, a fashion student as he calls himself, but with a great ability to interpret the present and decode the cultural future. They are two people who deeply respect each other and who are working together on the Louis Vuitton America's Cup collection.

L'O: Will travel be an increasingly important asset?
PB: Yes, Vuitton's history is linked to travel and will be increasingly linked to travel. It will be an asset that we will also bet on to give a bit of surprise to our end customer who sees a fundamental value in travel, in surprise, and in the discovery of new destinations.

Pietro Beccari, President & CEO of Louis Vuitton, is prepared to embrace challenges

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