louis vuitton | the lv buttersoft sneaker

Pharrell Williams continues to stamp his signature on Louis Vuitton with the launch of the LV BUTTERSOFT Sneaker — a plush, dandy-inflected runner unveiled as part of the Men’s Autumn-Winter 2025 collection.

Crafted from ultra-soft, “buttery” leather, the sneaker lives up to its name both in feel and finish. Each pair is made by Italian artisans and designed to channel both streetwear and tailoring (a fusion that’s fast becoming Pharrell’s hallmark at the House). Set on a Damier-inspired rubber sole and embellished with refined leatherwork details like enchape patches and hand-painted bruni edges, the LV BUTTERSOFT balances casual attitude with couture-level construction, giving it a padded, almost pillow-like feel.

Design-wise, the tongue features the ‘Phriendship’ silhouette, a stylised graphic of Pharrell’s face that’s become a recurring emblem this season, while a hidden embossed lobster on the heel enchape recalls the personal friendship and creative dialogue between Pharrell and co-designer Nigo. It’s a subtle easter egg for those who know their fashion history.

In a palette that ranges from subdued neutrals to high-impact pastels, including Monogram-clad versions, the sneaker speaks to a broad spectrum of wearers. The LV logo sits proudly on the side of the upper, while the overall shape reminds of the leather runners popularised in the 1960s and revived by hip-hop culture in the early 2000s — two style eras that continue to inspire Pharrell’s LV universe.

Fronted by House Ambassador Callum Turner, the accompanying campaign taps into the sneaker’s refined but relaxed spirit. Captured in a series of sleek portraits, Turner embodies the contemporary dandy the LV BUTTERSOFT was made for: at ease in both a sneaker and a suit.

Offered in a bold set of twenty-four variations, the sneaker is now available for pre-order online and on the LV App, ahead of its official in-store drop on 10 July.

photography. Rosie Marks (campaign), Kodai Ikemitsu (still life)
words. Gennaro Costanzo