Call him Mr. Zeitgeist. Since taking the reins as Louis Vuitton’s creative director of menswear last year, Pharrell Williams has proved his skill at creating bridges between fashion and pop culture.

The soundtrack of his debut Vuitton show, “Joy (Unspeakable),” is now the music of an Evian commercial, and his Western-themed fall collection cannily dovetailed with the release of Beyoncé’s “Cowboy Carter” album, on which he had a co-writing credit (she even wore a custom Vuitton outfit to the Grammys, cementing the cowboy core trend.)

So it should come as no surprise that as the entertainer kicked off Paris Men’s Fashion Week on Tuesday, his focus was on the upcoming Olympic Games.

Video: DIVO