The days of the popular fashion capitals may be well behind us as brands continue to look to unexpected destinations to stage their collection reveals. MENA and Asia are on the radar in particular, with fashion conglomerate LVMH’s Dior and Louis Vuitton increasingly making their presence known in the regions in post-Covid times. After Dior hosted its men’s Pre-Fall 2023 show in Egypt last year, Hong Kong is now emerging as the hub of luxury. Dior has announced that it will reveal its Pre-Fall 2024 show in the island city early next year, and today, Louis Vuitton, too, hosted its first-ever show on Hong Kong’s beloved Avenue of Stars.
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Bordered by the glimmering Tsim Sha Tsui waterfront and the Hong Kong skyline, the location has long charmed both locals and tourists for a number of reasons. East Asia’s most illustrious cinema talents have been immortalized here via meticulously crafted handprints, contributing to the avenue’s status as Hong Kong’s epicenter of arts and culture. Alongside it is the historic Victoria Harbour, which also lent its beauty to the venue of Louis Vuitton men’s creative director Pharrell Williams’ latest show, attended by Asian stars including Stray Kids member Felix, Japanese signer and actor Sho Hirano, and Korean actor Song Joong-ki.
Anchored by a digital runway showcasing images of the sea, handsome sailors took over the runway as the show referenced Hawaii. As such, the designs featured Hawaiian prints (think: Glittering flowers and palm trees), alongside references borrowed from surf culture, while some jackets came embroidered with sea shells, and classic sailor hats crowned most of the looks. Although the collection also celebrated great tailoring with pinstriped suits, double-breasted jackets, and elegant overcoats, the stereotypical stuffiness associated with luxury fashion presentations was found nowhere at this relaxed, seaside show. Not less important, logos — or obvious branding—made a comeback, with many pieces proudly reading Louis Vuitton.
The show came to an end with a major LV Lovers symbol lighting up the Hong Kong sky via a dramatic drone show.