If you happened to pass along Camden High Street in the evening of 20 June, you couldn't have missed the red carpet rolled outside the entrance of KOKO, the former theatre turned into a colossal concert and club nights venue. This is where French luxury giant Louis Vuitton hosted an exclusive screening of the Louis Vuitton Menswear SS24 show, and LCF students came along to experience the debut of Pharrell Williams in its full glory.
Around 50 students were invited to the event by Will Clarke, graduate of BA (Hons) Creative Direction for Fashion, who now works at Louis Vuitton as Events Producer.
“Will opened up this opportunity and thought it would be great for anyone who’s been part of the Insights programme,” - Carrie Mok, programme director of Fashion Communication
“Insights is an outreach programme which ensures that talent is coming through different backgrounds that might not necessarily have access to creative arts and introduces them to this industry. It starts at the age of 16, and participants are supported through their journey all the way up to graduation.” - Carrie Mok talks about the project.
The same way in which Louis Vuitton is supporting diversity in arts and culture by appointing Pharrell as the new creative director for menswear, LCF is keen to make arts studies available to anyone with a creative mind. The programme is UAL-wide and provides young people with access to all six Colleges for creative activities and pre-university advice and guidance.
As the invitees began to gather at the entrance of KOKO, it was clear that everyone’s beyond thrilled to be part of the event.
“I think it’s a brilliant idea to bring students to these kinds of events because it opens the box a bit more and truly provides them with a more hands-on approach,” - Ismail Gul, BA (Hons) Fashion Styling and Production student.
“For me as a styling student, it’s been a dream to come see shows like this. I’m grateful that LCF reached out to me with such support, and I definitely want to take some inspiration from the show and see what illustrations I can make.” - Graduating BA (Hons) Fashion Imaging and Illustration student Tamika Pennie agrees and is determined to make the most out of the event.
Ahead of the screening, students were led to a separate room perched in-between two bars, where magic golden coins could be exchanged for a refreshing beverage or a classy glass of wine. The outdoor terrace overlooking the busy Camden High Street was the perfect spot for spending the warm and sunny summer evening mingling in fashionable company and taking Insta-worthy pics of their outfits inspired by Louis Vuitton’s aesthetic.
After securing a drink and catching the last rays of sun, guests made their way to the balcony which was entirely reserved for student spectators. Lined up on the bar, branded popcorn bags in the iconic Louis Vuitton mustard shade were up for grabs, indicating that this show would truly be a cinema-like spectacle.
The balcony proved to be a fantastic spot for examining the many floors of KOKO, which were now covered in dark red glimmers shining from the impressive mirror ball hanging in the middle of the room. The atmosphere instantly felt alluring and slightly mysterious, perhaps hinting at the excitement to finally see what Pharrell has conjured up for his debut.
The main attraction in the vast hall was the DJ booth on the stage adorned with huge lit up letters LV. Energetic beats and sounds in the style of Pharrell unostentatiously reminded everyone of the impressive mark he has left on the music industry, and guests were sure to be in for a treat when it would come to the soundtrack of the show.
The pre-show party had to carry on for a few extra minutes, as the show in Paris seemed to be running a bit late (perhaps they were waiting for Rihanna?), but luckily popping over to the terrace for a breath of fresh air was a matter of seconds. When the lights finally went off and the live stream started, the atmosphere in KOKO turned electric, and the excitement was almost palpable.
Beginning with a philosophical talking scene, the stunning setup of the show on Pont Neuf was well visible in the live stream from every angle. The classical music composition performed live by an orchestra in the first part of the show allowed everyone to savour the old world chic of Paris fashion, but as the soundtrack evolved into more dynamic sounds, the new wave of ideas and creativity inflowing Louis Vuitton became crystal clear. With each beat drop, the crowd at KOKO became more energetic and mesmerised, and each appearance of Beyoncé made the crowd gasp even more. As the end of the show turned into a real celebration led by the gospel choir in Paris, so did the party at KOKO.
When huge ovations and applause erupted at the end of the show, it was clear that all the emotions felt in Paris had been directly transmitted to London. Once again it had proved that fashion’s energy is as contagious and dazzling as ever, and when fashion lovers come together, there’s no question about why we love what we do.