TL;DR
Louis Vuitton has unveiled its men’s pre-fall campaign starring skateboarder Tyshawn Jones. The campaign, shot by Oliver Hadlee Pearch, showcases Jones in a series of documentary-style images in New York City, emphasizing the brand’s streetwear-inspired designs. This marks Jones’s first official campaign since becoming a Louis Vuitton friend of the house.
Louis Vuitton has launched its men’s pre-fall campaign featuring skateboarder Tyshawn Jones, marking his first official campaign for the brand since becoming a friend of the house last year. The campaign, shot by Oliver Hadlee Pearch, showcases Jones in a series of documentary-style images set against New York City backdrops, emphasizing a streetwear aesthetic.
The campaign features Tyshawn Jones in various outdoor settings around New York City, including atop boulders and balustrades, wearing relaxed, skate-inspired pieces such as linen suiting, denim jackets, and crochet knits. The images highlight the collection’s blend of city archetypes, with a focus on casual, versatile styles that incorporate Louis Vuitton’s signature monogram motifs. Jones, known for his skateboarding achievements and fashion collaborations, is seen carrying a large Keepall bag in Monogram Surplus beige canvas, emphasizing the collection’s travel-ready appeal.
Shot by Oliver Hadlee Pearch, the campaign includes both still images and videos, with Jones standing on a rock overlooking a daffodil field and balancing on Bow Bridge’s marble railing. The collection, designed by Pharrell Williams, features a summery take on street and citywear, including a Prince of Wales Monogram check tracksuit, denim with Monogram-printed turn-ups, and a taupe cotton raincoat paired with loafers. Jones’s partnership with Vuitton builds on his growing fashion presence, which includes previous campaigns for Tiffany & Co. and Marc Jacobs, and collaborations with Adidas and other brands.
Why It Matters
This campaign signifies Louis Vuitton’s ongoing effort to blend luxury fashion with streetwear culture, appealing to younger, urban audiences. Featuring a prominent skateboarder like Tyshawn Jones underscores the brand’s commitment to authenticity and relevance within street culture. Jones’s rising profile in fashion and skateboarding highlights the increasing crossover between these worlds, making his role as a campaign star strategically important for Vuitton’s streetwear direction.
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Background
Louis Vuitton has previously incorporated skateboarding culture into its designs, notably through Pharrell Williams’s work as creative director of menswear. Williams, known as Skateboard P, has integrated skate culture into Vuitton’s streetwear offerings, including the LV Tilted sneaker. Tyshawn Jones, a two-time Thrasher Skater of the Year, has cultivated a reputation both in skateboarding and fashion, with collaborations and campaigns for brands like Tiffany & Co., Marc Jacobs, and Adidas. His association with Vuitton, announced last year, marks a significant step in the brand’s streetwear and youth culture engagement.
“We are excited to feature Tyshawn Jones in our pre-fall campaign, capturing the spirit of urban, relaxed luxury that resonates with today’s streetwear culture.”
— Louis Vuitton
“It’s a real honor to be part of Vuitton’s campaign. It’s about blending skate culture with high fashion, and I’m proud to represent that.”
— Tyshawn Jones
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What Remains Unclear
It is not yet clear how long Jones’s partnership with Louis Vuitton will continue or if he will participate in future campaigns beyond the pre-fall collection. Details about the campaign’s broader marketing strategy remain undisclosed.
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What’s Next
Louis Vuitton is expected to promote the campaign across digital and print platforms in the coming weeks. The brand may also reveal additional collaborations or projects involving Tyshawn Jones, further integrating skate culture into its fashion offerings.
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Key Questions
Why is Louis Vuitton featuring a skateboarder in its campaign?
Louis Vuitton aims to connect with younger, streetwear-oriented audiences by incorporating skate culture into its luxury fashion, with Tyshawn Jones representing authenticity and urban style.
Is this Tyshawn Jones’s first campaign with Louis Vuitton?
Yes, this is his first official campaign since being named a friend of the house last year, though he previously appeared in the spring 2020 collection campaign designed by Virgil Abloh.
What collection is featured in the campaign?
The campaign showcases Louis Vuitton’s pre-fall menswear collection designed by Pharrell Williams, emphasizing relaxed, summer-ready streetwear styles with monogram motifs.
Will Tyshawn Jones participate in future Louis Vuitton campaigns?
It is not yet confirmed whether Jones will appear in future campaigns, but his current involvement signals a strategic move by Vuitton to deepen its streetwear collaborations.
