Pharrell Williams said he is "happy" to direct South African retailer Woolworths' fashion trends, after it was announced he will become their new style director after the department store snapped him up for their forthcoming "sustainable fashion range".
According to WWD.com, Pharrell said of his latest project: "The collaboration was to call on everyone to work together to uplift education in South Africa. For food farming that goes easy on the planet. And to create fashion that is not just cool, but also sustainable."
While a spokesperson for Woolworth's revealed the partnership was a strategic one "grounded in a strong set of shared values," Pharrell praised the company for providing a "global blueprint for how good businesses should do business."
The 42-year-old star will head to South Africa in September for a concert tour, where groups will compete for a chance to to sing with him on stage.
The event will be exclusive to members of Woolworths' customer loyalty program WRewards.
The Woolworths collaboration is also a part of the star's "Harmonising Humanity" effort launched earlier this year.