Pharrell's Ambitious, Personal VIRGINIA Project: Everything You Need to Know

"It’s my space to dream, and a way to connect with people who are dreaming too," Pharrell says of the new project.

August 14, 2025

Pharrell Williams wearing sunglasses and a pink cap, dressed in a brown jacket with a patterned shirt underneath at a fashion event.

Image via Getty/Julie SEBADELHA/AFP

Pharrell has a “space to dream,” and he’s inviting you to join him.

Thursday, the Virginia-born, mediums-spanning artist launched his new VIRGINIA brand, billed as both a “creative alias” and “community platform” for the Louis Vuitton Men’s Creative Director. Central to the unveiling is a more formal relaunch of last year’s BLACK YACHT ROCK VOL 1 project, though there’s much more to explore under the larger VIRGINIA banner.

Below, we dig a little deeper into VIRGINIA, an ambitious and personal expansion of the 13-time Grammy winner’s already versatile palette.

What is Pharrell’s VIRGINIA project?

Per press notes, VIRGINIA is Pharrell’s new “creative alias, community platform, and brand.” It’s designed to provide a space where “music, fashion, design, and community converge,” again per press notes, with the name, VIRGINIA, providing its creator with both a fresh pseudonym and a designated “playground” for new ideas.

For the launch, Pharrell’s home state of Virginia has been emblazoned with billboards and aerial banners, among other VIRGINIA-signaling displays, to usher in this new chapter. In the future, the fittingly wide range of offerings under the VIRGINIA alias will grow to include live events and more.

What has Pharrell said about his new VIRGINIA project?

“Virginia is where I’m from, but it’s also who I am creatively,” Pharrell said in a statement shared with Complex on Thursday. “It’s my space to dream, and a way to connect with people who are dreaming too.”

Is Pharrell releasing music under the VIRGINIA alias?

Yes. Thursday, Pharrell officially made the aforementioned BLACK YACHT ROCK VOL 1 CITY OF LIMITLESS ACCESS a VIRGINIA project. New music is said to be on the horizon via VIRGINIA, the official site for which also allows for visitors to partake in a karaoke challenge.

Is Pharrell launching clothes under the VIRGINIA alias?

Yes. Thursday, the first run of VIRGINIA merch was launched. Included in the inaugural collection are surfboards, apparel, beach essentials, and more. See a sampling below, then get the full VIRGINIA experience here, complete with work from Virginia Beach’s own, Sam Clayman.

VIRGINIA experiencers will also note the presence of the new VIRGINIA Adistar Jellyfish, designed by Pharrell for adidas. Get a closer look below.

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