Pharrell Williams Redefines the Runner for Louis Vuitton
By The Fashion Editorial Team
Under Pharell Williams' creative direction, Louis Vuitton unveils a new footwear silhouette, the LV BUTTERSOFT SNEAKER, as a fusion of streetwear and dandyism. The LV BUTTERSOFT Sneaker features an exceptionally supple and cushioned construction, thanks to the meticulous craftsmanship of Louis Vuitton's Italian artisans. This innovative design provides a remarkably comfortable experience, akin to wearing a pillow on your feet that also pairs well with virtually any outfit. A subtle yet distinctive feature is the presence of Pharrell Williams' face on the tongue, signified by the 'Phriendship' motif. The grain-de-riz rubber sole, an homage to the Damier pattern, gives structure to its cloud-soft form. The result is a hybrid expression of modern style: refined yet relaxed, formal yet fluid.
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Available in an impressive twenty-four variations, the LV BUTTERSOFT comes in a palette spanning rich earth tones to powdery pastels. By incorporating elements reminiscent of Louis Vuitton's iconic leather goods, such as hand-stitched bruno edges and meticulously crafted enchape patches, Williams pays homage to the rich history that underlies this modern design. A small yet intriguing Easter egg is found in the form of a discreetly placed, laser-engraved lobster on the rear of the shoe, a subtle nod to Pharrell Williams' long-standing friendship with designer Nigo, who collaborated on this season's collection.
To celebrate its release, Callum Turner stars as the face of the new campaign, bringing his unique charm to the landmark sneaker. In a series of portraits, Turner channels the LV BUTTERSOFT’s spirit — part rebel, part romantic — casting the runner as an instant classic. Drawing from the lineage of 1960s leather sports shoes, the swagger of 2000s hip-hop, Pharrell continues to shape the menswear dialogue through the offering of his new wardrobe staple.
Pre-order availability began on June 16 on louisvuitton.com and the LV App, ahead of the in-store launch on July 10.
