EXCLUSIVE: Future Is Louis Vuitton Newest ‘Friend of the House’

by · WWD
FutureCourtesy of Louis Vuitton

MUSICAL FRIENDS: American rapper Future is Louis Vuitton‘s latest brand ambassador, or Friend of the House in the parlance of men’s creative director Pharrell Williams, who continues to build on his community of “LVers.”

Adding the prolific, four-time Grammy Award-winning recording artist to its roster underscores Vuitton’s “unwavering dedication to recognizing and celebrating talent across cultural landscapes,” the brand said in a release shared first with WWD.

Foreshadowing his appointment, Future attended Vuitton’s spring 2026 men’s show in Paris last June, and he notably wore custom Louis Vuitton by Williams when he attended the 2025 Met Gala, themed “Superfine: Tailoring Black Style.”

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Future has also also collaborated creatively with Williams, featured on the 2014 single “Move That Dope” and its official music video, which has racked up 58 million views on YouTube.

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According to Vuitton, Future “embodies the core values of Louis Vuitton, including creativity, artistry, and a pioneering spirit that resonates with international audiences.

“His unique style and creative vision make him an invaluable addition to the Louis Vuitton family,” the house added.

Considered a boundary-pushing artist, Future can boast 11 number-one albums, including “We Don’t Trust You” and “DS2,” along with many chart-topping singles, “solidifying his place as one of today’s most influential artists,” Vuitton said.

Among other current Friends of the House are Jude Bellingham, Tyshawn Jones and Tahar Rahim.

Vuitton did not specify what Future’s future holds at Vuitton, saying only that it “eagerly anticipates an inspiring and innovative journey.”

No stranger to fashion, in 2023 Future became the first guest creative at Lanvin, where he fronted a collaboration spanning ready-to-wear and accessories for women and men under the Lanvin Lab label.