China’s top celebrities and K-drama stars recently gathered in Hong Kong for Louis Vuitton’s much-anticipated fashion show. The luxury brand’s main objective was to solidify its presence in the region by showcasing renowned musician Pharrell Williams’ pre-fall 2024 men’s collection to an audience of over 1,200 guests. Among the notable attendees were Chow Yun-fat, renowned star of “Crouching Tiger, Hidden Dragon,” and popular Korean actor Song Joong-ki, who also serves as a brand ambassador.
To create a captivating atmosphere, Louis Vuitton transformed the iconic Avenue of Stars harbor-front promenade into a beach-inspired setting, complete with a sandy runway. The models flawlessly displayed Williams’ creative vision for the season, characterized by naval-inspired sets and nods to the tropical shirts of Hawaii. As guests took their seats, they were serenaded by the enchanting melodies of 50 ukuleles. The breathtaking finale involved a mesmerizing display of drones illuminating the sky, showcasing the region’s love for captivating light shows.
This extravagant spectacle serves as evidence of LVMH Moet Hennessy Louis Vuitton SE’s increasing dedication to the Chinese market. Despite facing temporary economic challenges that affected sales in the previous quarter, mainland China continues to boast a resilient luxury market. As wealthy Chinese consumers now prefer purchasing luxury goods domestically instead of traveling abroad, LVMH has redirected its resources accordingly, with a particular focus on mainland China.
For Hong Kong, this fashion show arrives at a critical time. The city, previously known as a haven for luxury shoppers, has faced setbacks due to the protests in 2019, restrictions on civil society, and the impact of the Covid-19 pandemic. These factors have diminished its appeal, especially for mainland Chinese tourists, who traditionally constitute a significant portion of the city’s retail landscape. Consequently, LVMH has been reallocating its investments to emerging metropolises across the border, rather than solely concentrating on Hong Kong.
Nevertheless, Hong Kong remains an essential gateway to mainland China, and the Louis Vuitton show has the potential to reignite interest in the city as a luxury destination. The event has already generated significant attention in China, with the show’s hashtag becoming the top trending topic on Weibo, a popular social media platform. Even local fans who were unable to secure an invitation attempted to catch a glimpse of the show by viewing it from dozens of boats on the harbor.
This successful showcase paves the way for future events in Hong Kong. Dior, another prestigious brand within the LVMH group, is scheduled to host its men’s pre-fall show in the financial hub next year. Combining the influential presence of renowned luxury brands with the allure of Hong Kong, the city may experience a revival of interest among luxury shoppers and tourists in the near future.
Useful link on the growth of the luxury market in China: Luxury Market in China
Useful link on the impact of protests and the Covid-19 pandemic on Hong Kong’s retail sector: Impact of Protests and Covid-19 on Hong Kong’s Retail Sector
