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LUCKY STREAK: “One plus one always equals three,” Pharrell Williams replied with a big grin when asked about the power of product collaborations. In his case, however, the math gets a lot more complicated.

On Tuesday, Colette in Paris hosted a lunch for the music star to celebrate 14 Williams product tie-ups currently sold at the concept store, including an exclusive box of six macaroons he created for Ladureé, sold only during its “Pharrell Week,” coinciding with a four-night gig at Le Zenith.

This story first appeared in the October 16, 2014 issue of WWD.  Subscribe Today.

Delphine and Alexandre Arnault, Lenny Kravitz, Kris Van Assche and Berluti’s Alessandro Sartori were among VIPs who filed into the store’s basement restaurant to feast on mini fish burgers, mushroom macaroni and “Happy” cake — a giant peanut-and-banana macaroon of Williams’ imagining.

Toting a leather satchel bearing a train motif, part of a leather goods range with Moynat, Williams wore a Peace Love World for Pharrell T-shirt and red Timberland Bee boots, all available at the store (although he customized his with slogans including “Don’t Same the World.”)

“We were discussing a denim fur,” Williams said during dessert as he had an impromptu tête-à-tête with the folks from G-Star Raw, with whom he created a line called Raw for the Oceans, made of a fiber made from discarded bottles. “Pulling plastic out of the sea,” the “Get Lucky” singer enthused.

Such collaborations, he said, “allow us to just be creative. That’s what a partnership should be about, along with learning something.”

Sarah Andelman, Colette’s creative director and purchasing manager, called Williams generous, open-minded and “very smart,” which yields innovative products with a “happy” disposition.

“For each collaboration, he really proposes something new,” she said, mentioning forthcoming Adidas sneakers with inside soles dotted like an acupuncture chart.

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