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Pharrell Williams, the newly appointed men’s artistic director at Louis Vuitton, made a splash at Virginia Beach’s Something in the Water festival with a towering 30-foot sand castle constructed from 366 Malle-Haute trunks from the luxury brand. Despite the festival being tied to Pharrell, the conspicuous presence of Louis Vuitton in Virginia Beach was unexpected. Although Williams’ first collection for the brand will not debut until June, the sand castle served as an early indication of the direction he may be taking the brand.
Additionally, Louis Vuitton released a limited edition collection of T-shirts, a hoodie, and a denim jacket featuring the state’s travel slogan “Virginia is for Lovers” and the LV logo, showing support for Williams’ new role. The prices of the pieces ranged from $860 to $3,050. The French fashion house’s involvement in the festival highlights the intersection of music and fashion and indicates a continued effort to target a younger audience.
The Something in the Water festival showcased an array of exciting events over the three-day weekend, with Pharrell’s new Adidas Samba collab being one of the highlights. The festival also featured electrifying performances from music icons such as Kid Cudi and Lil Wayne, as well as surprise appearances by Diddy and Chris Brown. Unfortunately, the festival experienced harsh weather conditions, with heavy rain forcing Friday’s start time to be delayed from 12 p.m. to 5 p.m., and Sunday’s shows being canceled altogether. Despite the setbacks, Pharrell remained positive about the festival’s future and expressed optimism for next year’s Something in the Water.

Louis Vuitton’s presence at the Something in the Water festival was significant to Pharrell Williams as the brand has been a part of his story and history for the past 20 years. Pharrell has been working with Louis Vuitton since the early 2000s, and the brand understands its significance to Pharrell and the festival’s history in Virginia. It was important for them to be there and show their support. To show his appreciation for the brand, he dedicated a 30-foot sand castle which represents his love for the brand.

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