A look at how Louis Vuitton, Chanel, and Levi’s turned sound into style.
Music doesn’t just score movies, TV shows, or video games—it’s the soundtrack of our lives. We let our playlists guide us through the day, whether we’re getting ready, commuting, or powering through a to-do list. The right songs don’t just keep us moving—they help us stay in sync with how we feel.
Luxury brands understand this, too. They’re not just playing background noise in their stores—they carefully curate genres and tracks that reflect the essence of their brand and help set the mood for shoppers.
On June 13, Audemars Piguet unveiled a campaign that stood out: nine-time Grammy Award–winning producer Mark Ronson and British singer-songwriter RAYE released “Suzanne,” a bespoke track created to mark the 150th anniversary of the Swiss luxury watchmaker. I began to dig deeper and noticed that other brands are tapping into this approach too—but why? Collaborating with musicians shows that they are no longer just the face of the brand—they’re giving it a sound.
Here are three times music became the best marketing luxury brands could buy (from a musician’s point of view):
Pharell and the Art of Soundtracks for Louis Vuitton
There were mixed reactions when Pharrell was appointed Men’s Creative Director at Louis Vuitton in 2023. But to me, it was nothing short of musical and marketing brilliance. Since stepping into the role, Pharrell hasn’t just made “noise” but he’s redefined the brand’s identity.
For every fashion show, he handpicks the music and often produces original tracks himself, much like a designer crafting a custom collection. His musical direction gives Louis Vuitton a distinct voice, one that resonates beyond the runway.
Take a look at Pharrell’s Men’s Fall-Winter 2025 Show: Final Fantasy VII’s “One Winged Angel” by Nobuo Uematsu; SEVENTEEN’s “Bad Influence” by Pharrell & SEVENTEEN; The Weeknd ft. Playboi Carti’s “Timeless” by The Weeknd and Pharrell; and Don Toliver & j-hope (of BTS)’s “LV Bag” by Pharrell, Don Toliver, and j-Hope.
Hip-hop and R&B are the most prominent genres when it comes to luxury brand name-drops in songs—and Louis Vuitton clearly took notice. If hip-hop artists reference their brand as a status symbol, why not lean into it and create an anthem written by its own brand ambassadors? As a veteran of the music industry, Pharrell drew from his roots in hip-hop and R&B to produce booming hits for the brand. You can’t help but move to the rhythm of his heavy bass and infectious beats—the kind of music that hypes you up while getting ready for a night out.
In “LV Bag,” Pharrell uses a glimmering, metallic-sounding, shimmering synth. It feels like looking into a diamond, with rainbow glimmers reflecting from different angles. In “Timeless,” The Weeknd’s smooth vocals are supported by Pharrell’s trap beats, pushing him into a sonic space he doesn’t typically explore. It’s a fusion of both worlds—much like Pharrell’s own identity as a multidisciplinary artist.
As models strut down the runway to Pharrell’s soundtrack, the music makes it easy to picture yourself in their outfits. His sound doesn’t just complement the clothes—it adds depth and dimension to the style. With Pharrell behind the music, the brand’s identity becomes unmistakable: wearing Louis Vuitton means feeling—as Playboi Carti puts it in “Timeless”—like “the sh*t,” confident, and completely in your element. The soundtrack adds an entirely new layer to the fashion show—one you’ll want to keep playing after the final walk, with melodies that leave you with a serious case of last-song syndrome (LSS).
To top it all off, he creates some of the catchiest hooks for today’s most influential artists, including The Weeknd, SEVENTEEN, and j-hope of BTS. In total, his three songs for Louis Vuitton have garnered nearly a billion streams on Spotify alone.
The album artwork for “LV Bag” is a masterstroke of marketing: they created a pseudo record label—LV Records—and cleverly blended a vinyl cover design with the iconic LV monogram pattern.
Even as an artist, Pharrell’s sound keeps evolving. It’s exciting to see how this will influence Louis Vuitton’s future shows, growth, and creative direction. Louis Vuitton has essentially become Pharrell’s muse—and he’s doing what he does best as one of the most iconic producers of the 21st century. It’s an exciting time for creativity and collaboration, and I can’t wait to see what more and who he brings to the brand next.
READ ALSO: The Unnoticed Gap: Where Are All the Female Creative Directors?
Angèle, the Face and Songwriter of Chanel Beauty
Belgian pop star, singer-songwriter, and actress Angèle’s latest campaign for Chanel Beauty isn’t just your typical brand ambassador modeling gig—it proves that sound can sell fragrance. Since 2020, she has served as Chanel’s Beauty and Fashion Ambassador of the House. But for the brand’s latest fragrance, Chance Eau Splendide, she’s not just the face—she’s the sound.
In many ways, she embodies the scent itself. She wrote the song “A Little More” specifically for this campaign. It’s the perfect summer disco-pop tune, featuring a voice as angelic as her name suggests. With a groovy bassline, classic 808 kick and snare, and dreamy synths, it’s the ideal pairing for a fragrance that feels refreshing, fruity, and fun. Not only does the perfume leave a lingering scent—the track leaves a melody that lives in your head rent-free.
Taking things a step further, Angèle even curated a custom playlist for Chanel—a soundtrack that lets you step into her world, or simply gives you something to vibe to during your next glam session or night out.
Angèle’s Playlist for Chanel: Listen on Spotify
And who knows? With Kendrick Lamar recently announced as an official House Ambassador, we might just see something equally innovative for Chanel’s eyewear line—and hopefully, something new from the studio too.
Levi’s as Beyonce’s Music Muse
One of the most organic and iconic brand collaborations to date is Beyoncé’s long-standing relationship with Levi’s. It proves that muses exist in both fashion and music, and that multidisciplinary collaboration breeds innovation and authentic content. All of this started with the masterwork that is Beyoncé’s “Levii’s Jeans” featuring fellow Texan pop artist Post Malone.
It’s no wonder Beyoncé walked away with a Grammy for “Cowboy Carter”. She stepped confidently into the uncharted territory of country music as a pop star—and that leap of faith paid off. The album is a testament to her prowess as an extraordinary vocalist. In particular, the song “Levii’s Jeans” redefines what country-pop can be. She doesn’t try to imitate the country artists who came before her. Instead, she executes with intention and originality. Let’s take a deeper dive into her vocal mastery in this track.
One of the defining elements of country music is the singer’s ability to tell a story evocatively. For a song with a mellow, mid-tempo groove, the real momentum in “Levii’s Jeans” comes from the soulful vocal delivery and storytelling by both Beyoncé and Post Malone. The lyrics make it clear: the song revolves around Levi’s jeans—a metaphor for her romantic partner.
Beyoncé sings the main melody in a straight tone, creating a thick, full sound. But her background vocals are breathy and percussive—a Beyoncé staple (think the opening of “Pretty Hurts”). She adds subtle yodel-like flips to give the track its country charm. Yet, when you hear her vocal fry or silky glides between notes (musically known as glissando), the result feels more sultry than country. These layered vocal techniques add rich color to her sonic palette and paint the narrative vividly. It’s sexy. It’s seductive. It’s Beyoncé.
And of course, Beyoncé isn’t just a singer—she’s a rapper too. As the song progresses, the melody becomes more rhythmically driven, leading into vocal rapping that propels the song toward its final chorus. It’s full of her signature melismatic runs and vocal ad-libs.
When Levi’s launched their global campaign with Beyoncé titled “Reiimagine” shortly after her Grammy win, her song gave the brand so much material to work with. The first campaign is a modern retelling of a famous 1980s Levi’s ad Laundrette, this time with a bold, female-forward twist. Before the music even starts, the ad opens with a back shot of Levi’s jeans that then reveal Beyoncé. Instantly, you think: sexy. And the lyrics affirm exactly that. It’s powerful to witness her own song describe her as the muse—“the sexy little thing,” the metaphorical Levi’s jeans.
Chapter 1 of “Reiimagine”: Watch on YouTube
The Fusion Of Music And Fashion
In today’s cultural landscape, music and fashion are no longer just parallel industries—they’re powerful partners shaping how we express identity, emotion, and aspiration. Whether it’s Pharrell transforming the Louis Vuitton runway into a sonic experience, Angèle crafting the sound of a Chanel fragrance, or Beyoncé reimagining Levi’s through her own lyrics, these collaborations prove that sound doesn’t just support style—it defines it. When artists lend not only their beauty but their voices and creative vision, the result is more than a campaign—it’s a feeling, a movement, a moment you can hear, see, and wear. In a world where consumers crave authenticity and storytelling, the fusion of music and fashion isn’t just effective marketing—it’s the future.
Anya Lagman is a 23-year-old award-winning Filipina composer, producer, and pianist based in Los Angeles and Manila. Her work has been featured in the Emmy-winning series Scavengers Reign and Common Side Effects. She has collaborated with ensembles such as the Los Angeles Chamber Orchestra, Philippine Philharmonic Orchestra, and Manila Philharmonic Orchestra, with performances across the US, the Philippines, and Switzerland. Anya graduated summa cum laude with a degree in Composition from the University of Southern California’s Thornton School of Music.
Banner photo of Beyoncé courtesy of Levi’s; Banner photo of Angèle courtesy of Chanel
