Image: Louis Vuitton
Pharrell Williams has given Louis Vuitton’s classic Millionaires sunglasses a fresh twist, just in time for their 20th birthday. It’s a bit of a nostalgic full circle for Pharell, who originally crafted these shades back in the early 2000s. Now, as the French fashion house’s men’s creative director, he has infused them with a new energy.
Original Millionaires in 2004
Since February 2023, Pharrell Williams has been at the helm of Louis Vuitton Men’s, but his connection with the brand goes way back. In 2004, when Marc Jacobs was leading LV Men’s, he invited Pharrell and his friend Nigo to create a special eyewear collection. Among their creations was the Millionaire sunglasses, priced at INR 1 lakh ($1,200). Back then, Pharell likened the aviator-inspired shades as “one part Tony Montana, one part Notorious B.I.G.”
The sunglasses came in a variety of colours, from black to red acetate, with the signature monogrammed gold trim. Their vibrant hues and the nod to two of streetwear’s biggest names made them a hit well beyond Louis Vuitton’s usual luxury clientele. They were so popular that LV released a second batch of colours, including lilac purple and light blue, in 2007. The sunglasses gained even more traction after being spotted on Rihanna and Kanye West.
Virgil Abloh’s Release
The Millionaires made such an impact that when Virgil Abloh stepped in as LV Men’s creative director in 2018, he could not resist paying homage to them. His take, the Millionaire 1.1, made its debut in his first collection in 2019 with a price tag of INR 67 thousand ($800).
Abloh reimagined the classic aviator style, swapping the original circular shape for a square frame with sharp angles. He kept the iconic gold bars on the frames and temples, along with the trunk-inspired hinges.
Image: Louis Vuitton
The Millionaires 1.1 quickly became a staple during Abloh’s time with the brand, making it much more accessible than the original. Today, you can still find them in fresh colourways, priced between INR 71 thousand and INR 80 thousand ($855 and $960).
The Return of Millionaires
Two decades after the first introduction of the sunglasses, singer-turned-designer Williams is revisiting the style with Louis Vuitton once more.
The first hint of their return came during the Louis Vuitton Fall/Winter 2024 show in January. By August 8, they were officially back on the market. The 1.0 Millionaires stays true to the original, closely echoing the 2004 design with two colour options: chocolate tortoise with gradient lenses and gold accents and a monochromatic black with aged gold touches, priced at INR 65 thousand ($780).
Image: Louis Vuitton
But Pharrell didn’t stop there. He has also released the 3.0 Millionaires, made from carbon fiber and priced at INR 1.76 lakh ($2,100). They feature silver LV-engraved hinges and damier-patterned metal strips. Available in two colours, you can choose between black with orange lenses or an all-black look.
Though genuine pairs are now a rare find, you can still see them fetching thousands on the resale market. It took years for luxury brands to fully embrace streetwear and hip-hop, but Marc Jacob’s collaboration with Pharrell and Nigo back in the 2000s set the stage for this eventual shift.
