Phriend Group

Designed in collaboration between Louis Vuitton Men’s creative director Pharrell Williams and his longtime friend and artistic partner Nigo, the house’s Fall 2025 collection is a celebration of past, present, and future and a reminder of the power of “Phriendship.“ Since the pair first met and launched their era-defining streetwear labels Billionaire Boys Club and ICECREAM in 2003, both have crafted an influential blend of streetwear and high fashion that reached its pinnacle with Williams’s appointment at Louis Vuitton in 2023. Their latest menswear collection continues Williams’s dynamic reinvention of the iconic Damier pattern and celebrates a mode of dandyism now on view at the Metropolitan Museum of Art’s Costume Institute.

In an exclusive editorial from photographer Louise Chevallet and stylist Asier Rodriguez, the Fall 2025 designs are brought to life on a dynamic group of friends who exemplify the brand’s vitality, youth, and spirit. Dressed entirely in pieces from the collection, they are a marker of a fresh energy and a promise for a vibrant future to come.

Be the first to experience this story and many more in print by preordering our tenth issue here.