What: Selfridges' Corner Shop in London has premiered the Louis Vuitton menswear collection, marking Pharrell Williams' debut as the Creative Director for the brand.

Why it is important: The debut of the Louis Vuitton menswear curation represents a significant fusion of heritage and innovation within the realm of luxury fashion retail.

This exclusive pop-up space has been transformed into a Louis Vuitton-dominated environment for the next five weeks, showcasing a blend of Vuitton heritage and Williams' creative vision. The space has been reimagined as a combination of classic and modern Vuitton aesthetics, mirroring the brand's Paris home with landscape backdrops and pixel-themed cubes. The collection, named Louis Vuitton LVRS, includes a diverse range of fashion and accessories, featuring a pixelated 'Damoflage' chessboard print, as well as tailoring, leather jackets, and retro sportswear.

Despite the luxury pricing, the collection is only available for shopping in the space by appointment, emphasizing exclusivity. Williams' approach to the collection is described as a "love letter to the brand," reflecting different modes of dressing, from casual to smart, traditional to innovative. The overall vibe of the collection and the space exudes joy, light, and sun, in alignment with Williams' artistic heritage in the music industry.

Selfridges' Corner Shop debuts Louis Vuitton menswear curation