Louis Vuitton designer Pharrell Williams borrows from California surf culture as heatwave hits Paris

PARIS – Pop singer-songwriter and Louis Vuitton designer Pharrell Williams transformed the runway into a surreal beachscape on Tuesday, using a giant artificial waterfall as the backdrop for his 2027 spring-summer collection, opening Paris Fashion Week amid a record-breaking heatwave that has gripped much of France.

Models walked over sand in an eclectic mix of denim, hoodies, and statement jackets. Some carried surfboards, while others wore small monogrammed bags, reinforcing the collection’s playful, vacation-inspired tone.

The show drew heavily from American surf and skate culture. Many looks featured low-cut sneakers with white rubber soles and laces reminiscent of styles popularized by Californian lifestyle brand Vans.

Held outdoors at the Cité Universitaire, a large 20th-century student housing complex in southern Paris, the event took place under sweltering conditions. Attendees and staff were seen visibly affected by the heat, gasping and sweating as temperatures remained above 30°C (86°F) even around 9 p.m. local time.

Paris Fashion Week opened as much of western and central France, including the capital, faced temperatures nearing 40°C (104°F). The extreme heat forced several tourist sites, including the Eiffel Tower, to temporarily close.

While the heatwave has not led to major show cancellations, some fashion houses, including Dior and Rick Owens, adjusted their schedules to morning presentations, according to organizers.

A spokesperson for Louis Vuitton said the brand increased water supplies and added more breaks for staff ahead of Williams’ show to help improve working conditions.

Alongside the more casual, surf-inspired pieces, the collection also featured classic tailoring, including pullovers with leather detailing, as well as dark green suits and coats.

Paris Men’s Fashion Week will be followed by Haute Couture Week beginning July 6, with Pierpaolo Piccioli’s first couture collection for Balenciaga among the most anticipated shows on the calendar. 

-Reporting by Tassilo Hummel; Editing by David Gregorio/Reuters