Pharrell Williams’ China Tour Ignites Fan Fervor, Drives VIP Sales

After bidding farewell to Hong Kong, Pharrell Williams, the newly anointed Louis Vuitton menswear creative director, embarked on a whirlwind trip to Chengdu, Shanghai and Beijing. Williams’ look for the three-day trip included a leather souvenir jacket adorned with handwoven dragon embroideries and marked with the four destinations of his China tour. He paired it with his signature Tiffany & Co. bedazzled sunglasses, baseball caps and the “Millionaire Speedy” bag. The leather jacket, made with 1,310 pieces of pearl, can be pre-ordered at around 132,000 renminbi, or $18,600, according to posts shared by sales associates on Xiaohongshu. Fans ardently documented Williams’ trip on Xiaohongshu, shouting out his Chinese nickname “Fei Dong,” or “Boss P,” to which Pharrell courteously responded with his signature praying gesture. On Sunday, Williams visited Taikoo Li Chengdu’s Louis Vuitton Maison, the third for the luxury house in China, then the adjacent The Hall, Louis Vuitton’s first restaurant in China, where he posed for photos with a few lucky VIP fans and met with members of the local creative community. The next day, Pharrell landed in Shanghai and visited Louis Vuitton’s latest retail outpost in the city, the Qiantan Taikoo Li Louis Vuitton flagship that spans over 1,200 square meters. At night,

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