PARK LIFE: Tyshawn Jones traded the skatepark for Central Park for his new campaign for Louis Vuitton, showcasing the brand’s pre-fall menswear collection perched on top of boulders and balustrades — but minus his deck.
The two-time winner of the Thrasher Skater of the Year award went viral in 2024 with a video showing him performing a death-defying trick in Paris with a Vuitton skateboard, wearing boots from the French fashion house’s collaboration with Timberland (the clip has amassed 869,000 likes on Instagram.)
For his first official campaign since being named a friend of the house last year, the New Yorker posed for Oliver Hadlee Pearch. The documentary-style photos and videos, which drop Monday across Vuitton’s print insertions and on digital platforms, show him standing on a rock overlooking a daffodil field, or balancing on the marble railing of Bow Bridge.
The collection by Pharrell Williams, creative director of menswear at Louis Vuitton, offers a summery take on city archetypes ranging from tennis players to skaters, families and strollers, with highlights including relaxed linen suiting, boxer shorts, patchwork check denim and crochet knits.
Tyshawn Jones in the Louis Vuitton men’s pre-fall campaign.
Oliver Hadlee Pearch/Courtesy of Louis Vuitton
Skating-friendly outfits include a tracksuit in a Prince of Wales Monogram check, and a dark blue denim coach jacket and jeans with Monogram-printed turn-ups. Jones wears looks including a taupe cotton raincoat styled with a white T-shirt, jeans and brown loafers, and a large Keepall bag in Monogram Surplus beige canvas.
Williams, who was known as Skateboard P in the ‘90s, has channeled skateboarding culture in his designs for his streetwear brands Billionaire Boys Club and Ice Cream, as well as Vuitton products like the LV Tilted sneaker launched last fall.
Jones, meanwhile, has a growing sideline in fashion through his ongoing partnership with German sporting goods maker Adidas and three brands of his own: King Skateboards, underwear brand Brick Underneath and Hardies NYC, whose recent drops have included collaborations with Denim Tears and G-Shock.
He cemented his status as a skateboarding icon with his appearance in Supreme’s cult video “Cherry,” though the sponsorship deal ended abruptly in 2024, with Jones later suing the streetwear brand for wrongful termination.
The skater, who is signed to DNA Model Management, has also appeared in campaigns for Tiffany & Co. and Marc Jacobs, and previously featured in the campaign for Vuitton’s spring 2020 collection designed by Williams’ predecessor, the late Virgil Abloh.
Tyshawn Jones in the Louis Vuitton men’s pre-fall campaign.
Oliver Hadlee Pearch/Courtesy of Louis Vuitton
