China’s A-List Flock to Hong Kong for Louis Vuitton’s First Show

30 Nov 2023

Some of China’s most popular celebrities and K-drama stars gathered at Louis Vuitton’s first ever fashion show in Hong Kong, as the luxury brand seeks to boost business in the region.

Designer Pharrell Williams unveiled his pre-fall 2024 men’s collection to about 1,200 guests, including Crouching Tiger, Hidden Dragon star Chow Yun-fat and popular Korean actor, and brand ambassador, Song Joong-ki. In a nod to the region’s big-spending younger customers, Generation Z favourites like Chinese boy band Teens In Times and K-pop performer Felix also attended.

The brand transformed the iconic Avenue of Stars harbour-front promenade into a beach in the city, including a sandy runway. Models presented Williams’ vision for the season, which included navel-inspired sets and homages to Hawaiian-style tropical shirts. Guests were serenaded by 50 ukuleles as they took their seats and a swarm of drones lit up the sky as the event neared its end, reflecting the popularity of light shows in the region.

The glitzy spectacle reflects LVMH Moet Hennessy Louis Vuitton SE’s increasing commitment to the region. Despite some near-term economic turbulence that’s weighed on recent results — sales in Asia, excluding Japan, grew a disappointing 11 percent in the third quarter on signs of weakness in mainland China — the country is viewed as a robust luxury market in years to come.