AR Rahman's exclusive track 'Yaara Punjabi', sung by Romy, was played during a show of Louis Vuitton at Paris Fashion Week. A viral video shows singer Beyoncé, BTS' J-Hope enjoying the track's beats. Pharrell Williams, Men's Creative Director at Louis Vuitton, also collaborated with Indian architect Bijoy Jain to transform the venue into a life-sized version of Snakes and Ladders.