TL;DR
Louis Vuitton has unveiled its pre-fall menswear campaign starring skateboarder Tyshawn Jones. The campaign highlights a blend of skate culture and luxury fashion, emphasizing Jones’s role as a brand ambassador. This marks his first official campaign since his partnership with Louis Vuitton was announced last year.
Louis Vuitton has officially launched its pre-fall menswear campaign featuring skateboarder Tyshawn Jones, marking his first campaign appearance since being named a house friend last year. The campaign emphasizes the integration of skate culture into luxury fashion and highlights Jones’s evolving role as a brand ambassador.
The campaign, shot by Oliver Hadlee Pearch, features Jones in a documentary-style series of images and videos, set against natural and urban backdrops such as boulders, balustrades, and a daffodil field. Jones, known for his skateboarding prowess and viral Paris trick, is seen wearing Vuitton’s relaxed summer collection, which includes linen suits, denim, crochet knits, and streetwear-inspired pieces like tracksuits and coach jackets.
Louis Vuitton’s menswear collection, designed by Pharrell Williams, incorporates elements of skateboarding and city archetypes, with pieces such as a Prince of Wales check tracksuit and Monogram-printed denim. Jones is also seen carrying a large Keepall bag in Monogram Surplus beige canvas, emphasizing the collection’s blend of functionality and luxury.
Why It Matters
This campaign signifies Louis Vuitton’s ongoing effort to incorporate skateboarding culture into its luxury offerings, reflecting a broader trend of streetwear influences in high fashion. Featuring Jones, a prominent figure in skateboarding and fashion, underscores the brand’s intent to appeal to a younger, urban demographic and to position skate culture as a key element of its modern identity. For Jones, this marks a significant step in expanding his presence beyond skateboarding into high fashion and luxury branding.
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Background
Louis Vuitton has previously engaged with skate culture through collaborations and campaigns, notably with Pharrell Williams, who has a long-standing connection to skateboarding. Jones’s partnership with Vuitton was announced last year, and he has since appeared in campaigns for Tiffany & Co. and Marc Jacobs. His viral Paris trick and collaborations with brands like Adidas and G-Shock have elevated his profile in both skate and fashion worlds. The current campaign builds on this momentum, showcasing Jones as a bridge between streetwear and luxury fashion.
“This campaign celebrates the intersection of skate culture and luxury fashion, highlighting Tyshawn Jones as a key ambassador.”
— Louis Vuitton
“It’s an honor to be part of this campaign. It shows how skate culture can be a part of high fashion and how I can bring my style to a global audience.”
— Tyshawn Jones
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What Remains Unclear
It is not yet clear how long Jones will serve as a brand ambassador or whether he will participate in future campaigns. Details about the full scope of his partnership with Louis Vuitton remain undisclosed, and the specific creative direction for upcoming collections has not been announced.
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What’s Next
Louis Vuitton is expected to continue integrating skate culture into its campaigns, potentially featuring Jones in upcoming collections or events. Further collaborations and appearances by Jones are likely as the brand solidifies its streetwear-luxury fusion strategy.
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Key Questions
What is the significance of Tyshawn Jones in this campaign?
Jones represents a bridge between skateboarding culture and luxury fashion, helping Louis Vuitton appeal to a younger, urban demographic while elevating skate culture within high-end design.
Is this Jones’s first campaign with Louis Vuitton?
No, he previously appeared in Vuitton’s spring 2020 collection campaign designed by Virgil Abloh, but this is his first official campaign since becoming a house friend last year.
What kind of clothing does Jones wear in the campaign?
He is seen wearing relaxed linen suits, denim with Monogram-printed turn-ups, a taupe raincoat, and streetwear-inspired pieces like tracksuits and coach jackets, reflecting the collection’s blend of casual and luxury styles.
Will Jones participate in future Louis Vuitton projects?
Details are not yet confirmed, but given his prominent role in this campaign, further collaborations are likely as the brand continues to incorporate skate culture into its offerings.
