When music and fashion merge: Tyler the Creator’s Louis Vuitton range

Rapper Tyler, the Creator has unveiled his collaboration with Louis Vuitton for its Spring/Summer 2024 collection, in alignment with fellow hip-hop mastermind Pharrell William’s creative direction for the Maison. The results are as vibrant and knowing as his music.

Tyler, the Creator sprung to the world’s attention in 2009 after his stint with rap collective Odd Future, and has become one of the most respected musicians in hip-hop, known for his eclectic and innovative style, blending elements of hip-hop, R&B, and alternative music. His widescreen, complex and zany musical stylings often explore themes of identity, adolescence, mental health, and personal growth.

Beyond music, however, Tyler has been busy carving a niche as a prominent figure in the fashion world, founding his own clothing brand, Golf Wang, in 2011, crafting an aesthetic that reflects his colourful and eccentric musical stylings. His partnership with Louis Vuitton for its Spring/Summer 2024 collection, announced last month, however, signals his creative peak in two of the world’s most hallowed genres: music and fashion. 

His capsule collection showcases Louis Vuitton's craftsmanship through Tyler's distinct creative perspective, reflecting the LVERS community: a global network of artists united by their admiration for Louis Vuitton's discernment and artistry.

Tyler, the Creator’s collaboration with Louis Vuitton builds upon his existing ties with the Maison, notably including his recent composition of the soundtrack for the Fall/Winter 2022 Men’s show. The collection features standout pieces like bucket hats, pleated trousers, and short suits, alongside accessories such as BMX bike keyrings and a golf club cover.

True to the Louis Vuitton brand, the collaboration boasts an array of exquisite luggage and bags, each bearing Tyler’s unique interpretation of the classic monogram. From Speedy bags to a Sac Chien dog carrier and a special Courrier Lozine 110 trunk, Tyler's "Craggy" monogram adds a distinctive touch.

Campaign visuals showcase Tyler's reinterpretation of the monogram, adorning BMX bikes, pastel ties, and slippers. Throughout the collection, Tyler seamlessly blends streetwear aesthetics with upscale preppy styles, evident in his takes on the Dandy Loafer and short-sleeved shirts, all set against rustic backdrops echoing Pharrell's vision for the House.

Our take

Hip-hop and fashion have always gone hand in hand.

From the early days of DJing and breakdancing to the rise of rap music and graffiti art, hip-hop's visual language has continually evolved, reflecting the attitudes, struggles, and aspirations of its community. Fashion brands began to take notice, and what emerged was a mutual exchange of influence: hip-hop artists drew inspiration from luxury labels, streetwear brands, and athletic wear, while simultaneously reshaping and redefining fashion norms.

Icons like Run-D.M.C. popularised adidas tracksuits and shell-toe sneakers, while artists like Tupac Shakur and The Notorious B.I.G. embraced Versace and Gucci, elevating these brands to new heights of cultural relevance. Today, hip-hop's impact on fashion is undeniable, with artists like Kanye West, Pharrell Williams, and ASAP Rocky becoming influential figures in the fashion world, collaborating with high-end designers and launching their own successful brands.

Few artists in any musical genre of the last decade, have achieved the commercial and critical success that Tyler, the Creator has. It's fitting, however, that it was Pharrell who gifted him the opportunity.

Pharrell needs little introduction, but a neat measure of his influence is that in 2003, he co-produced almost 20 percent of songs played on British radio! The producer has been a major influence on Tyler’s music style (alongside Ye and Outkast), with similar funky, intricate grooves and bright synths.

Pharrell and Tyler’s fashion tie-in then is a sign of their creative synergies, in and out of the recording studio. Moreso, however, it’s a sign that hip hop as a genre has moved on to embrace a less blingy, more playful, colourful, and ultimately ‘odd’ future.