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#1 Campaign
Fashion & Apparel · June 2026
Pinarello x Louis Vuitton Dogma F Runway Reveal
Tuesday 23rd June, 2026
Pinarello collaborated with Louis Vuitton and Louis Vuitton Men’s creative director Pharrell Williams to create a bespoke Dogma F road bike adorned with LV monogram leather, chrome parts and luxury finishes; the one-off bike was carried down the runway during Louis Vuitton’s Men’s spring–summer 2027 show in Paris, generating mainstream coverage by positioning a performance bicycle as a luxury fashion objet d’art.
Why it worked: It hijacked Paris Fashion Week’s news cycle by parading a performance bike on a couture runway, crossing sport into luxury culture.
The lesson: Consider debuting a non-fashion product on a major cultural stage’s live moment (awards, festivals, tournaments) to reframe its category.
Pinarello
Louis Vuitton
Pharrell Williams
6 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| cyclingmagazine.ca | Pinarello hits the runway with Louis Vuitton and it's weird - Canadian Cycling Magazine | Tuesday 23rd June, 2026 |
| bikeradar.com | “Exceptional beauty”: Pinarello teams up with Louis Vuitton and Pharrell Williams to take the Dogma F down the catwalk | BikeRadar | Wednesday 24th June, 2026 |
| outsideonline.com | Louis Vuitton and Pinarello Create a Dogma F for Fashion Week - Velo | Wednesday 24th June, 2026 |
| bikerumor.com | Pinarello, Pharrell, & Louis Vuitton made a 7.3kg DOGMA F for the Fashion Week Peloton - Bikerumor | Thursday 25th June, 2026 |
| socalcycling.com | Pinarello & Pharrell Williams Unveil a High-performance Bicycle for Louis Vuitton | Friday 26th June, 2026 |
| triathlon.mx | Pinarello x Louis Vuitton: What Triathletes Need to Know — TriLaunchpad | Friday 26th June, 2026 |