Following Pharrell Williams’ debut collection for Louis Vuitton in Paris, the newly appointed creative director for menswear at Louis Vuitton has revealed his second power move: Rihanna, and accompanying baby bump, are the face of the new menswear campaign.

Last week, Williams set a high bar with not only a collection that paid deference to the legacy of his predecessor but also with a list of front row guests that some would argue is the ultimate Coachella line-up: Beyonce and Jay-Z, Maluma, Lenny Kravitz, Tyler the Creator, A$AP Rocky and of course Rihanna.

The latter who is now the face of Louis Vuitton menswear. Let it be known what Williams came ready to shake things up at the storied Maison…

Rihanna, Louis Vuitton, Pharrell Williams

While the cat was let out of the bag last week with both Williams and Rihanna sharing it on social media, the official launch of the new campaign only happened this week. Featuring the Williams take on the iconic Louis Vuitton Speedy bag: bold, colourful with silkscreen printed monogram with a softened construction that would normally come from everyday wear over time.

Shot by Keizō Kitajima and Martine Syms, the campaign is the left hook to the offical show’s jab/cross combo and gives an insight into what we might expect from the Williams’ tenure at Louis Vuitton. Rather than sticking to stereotypes of menswear and who wears it, Williams wants to break the chain so to speak. And who better than Rihanna who is arguably one of the biggest style icons today?

Rihanna, Louis Vuitton, Pharrell Williams

To use the words of the Maison itself, the “image is an artefact created to alter perceptions, challenge history, and evolve an existing legacy. Personified by a pregnant Rihanna – a symbol of human empowerment and the quintessential everyday icon – the men’s campaign reflects the re-contextualisation at the core of Pharrell Williams’ approach to the Maison.”