Entertainment: Global music luminaries A R Rahman and Pharrell Williams came together for an unprecedented cross-cultural collaboration with the unveiling of “Yaara”, a Punjabi track that premiered during Louis Vuitton’s Summer 2025 menswear showcase in Paris. The song, performed by Indian vocalist Romy, served as the live soundtrack to Pharrell’s new collection, infusing traditional Punjabi rhythms with contemporary, genre-defying sound design.
Presented on Tuesday at one of fashion’s most anticipated runways, the moment was widely hailed as a major cultural intersection—fusing South Asian musical aesthetics with Western high fashion. Pharrell, in his role as Men’s Creative Director at Louis Vuitton, curated a runway that not only highlighted cutting-edge fashion but also embraced global sonic diversity, making space for Rahman’s signature blend of classical and modern influences.
“Collaborating with Pharrell and being part of this incredible Louis Vuitton experience was truly memorable,” Rahman shared. “It’s always inspiring to see music intersect with fashion and global culture in such a powerful way.”
The show, held at a historic Parisian venue, drew a star-studded audience including Beyoncé and BTS member j-hope, both visibly immersed in the live performance. The fusion of live music, fashion, and multicultural expression drew praise from across the creative industries.
Pharrell’s decision to spotlight a Punjabi-language track marks a notable moment in Louis Vuitton’s evolving brand narrative—one that increasingly embraces underrepresented global cultures as a core part of its identity. Yaara not only brought an Indian musical language to an international runway but also symbolized a broader shift toward inclusive storytelling in the luxury space.
“Moments like these remind me of the universal language of creativity and the joy of coming together to make something meaningful,” Rahman said.
The performance stands as a milestone in global artistic collaboration, reaffirming Rahman’s role as a bridge between East and West, and Pharrell’s bold vision of cultural convergence in the world of fashion.
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