Pharrell Williams and Nigo's Icecream brand enters women's streetwear
Founded in 2004 as an offshoot of Billionaire Boys Club, Icecream quickly gained recognition for its vivid graphics, skateboarding influences and hip-hop roots. This women's launch marks a natural evolution of the brand, preserving its playful identity while offering a fresh take tailored to a female audience.
The campaign was shot by Los Angeles-based photographer Lauren Leekley and directed by Ross Westland, the artistic director for both Icecream and Billionaire Boys Club in Europe. Set in a luxurious residential backdrop, the visuals juxtapose Americana-style elegance with Icecream's signature skate-inspired silhouettes—featuring bold colors, camo prints and easygoing tailoring.
BB Trickz, who rose to fame with her viral track 'Super,' brings a mix of edge and glamour to the campaign, reinforcing the brand's appeal to a new generation of fashion-forward creatives.
True to its roots, Icecream's 46-piece women's capsule draws inspiration from the brand's visual archives. Highlights include graphic-print jersey sets, houndstooth cardigans, embroidered caps, denim shorts, and logo-stamped boxer shorts and bras—all reinterpreted with contemporary detailing and proportions.
Pricing reflects Icecream's premium streetwear positioning, with tops starting at €55, jackets priced between €240 and €355, jeans at €185, and accessories such as caps and boxer shorts at €61.
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