Louis Vuitton wows with sensational fashion show in Hong Kong
Pharrell Williams sets the stage on fire with Louis Vuitton's spectacular runway show, unveiling the brand's grand aspirations in Asia against the mesmerizing backdrop of Hong Kong's Victoria Harbour
Pharrell Williams, the creative director for Louis Vuitton menswear, showcased the brand's ambitions in Asia by staging a lively show against the backdrop of Hong Kong's Victoria Harbour. Following his June debut collection showcase on Paris' Pont Neuf bridge, the American musician and designer continued to make a statement with the latest looks against one of the world's most iconic skylines.
The outdoor runway at the Avenue of Stars, Hong Kong's answer to the Hollywood Walk of Fame, was graced by models during the event. Among the celebrities in attendance were Cantopop singer Anson Lo, K-Pop boy band TXT, and South Korean actor Song Joong-ki.
Drones took to the air to spell out the brands LVERS logo as models walked the catwalk.
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The show was centered around travel, spanning "Hawaii to Hong Kong," according to Williams. Just hours before speaking to CNN, he characterized the collection as having a "strong focus on dandy" conveyed through its "sailor side" and "resort side," he added.
As a tribute to the city's maritime history, the runway featured a maritime theme with musicians in sailor hats playing ukuleles, a catwalk covered in sand, and digital displays projecting lapping waves.
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The models, some of whom were members of Hawaii's surf community, glided along the harborfront in striped suits, sailing jackets, fisherman-style sandals, and tropical floral prints. Williams' relaxed silhouettes and embellishments added an elevated beachwear vibe to several outfits. The looks were complemented by nautical accessories such as raffia bucket hats and Louis Vuitton Keepall 25 handbags adorned with hand-embroidered seashells.
Musician Ma Siwei and actor Dylan Wang at the Louis Vuitton Men's fashion show in Hong Kong, China.
Dozens of drones filled the sky, taking on various forms such as the LVERS logo - a combination of the classic LV monogram and the word "lovers" - representing a philosophy at the core of Williams' practice, as mentioned in the show notes. He then appeared to take a bow.
"It's not just a luxury house, this luxury house was founded by the world traveler," he told CNN. "And now we find ourselves in Hong Kong."
Following the passing of his predecessor, Virgil Abloh, the French label appointed Williams in February. At Paris Mens Fashion Week, Williams put on a stunning show featuring an orchestra and gospel choir. He has also reimagined some of the brand's classics, including a version of its Speedy bag in crocodile leather. This exclusive design is only available to select customers and is priced at $1 million, earning the bag the nickname "Millionaire Speedy".
Williams has a growing reputation for successfully reimagining the Vuitton classics.
Reflecting on the pressures that come with holding one of the top jobs in fashion, Williams told CNN, "The pleasure is amazing. You say pressure, I say pleasure. What's hard about pleasure?"
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The event on Thursday signified the inaugural pre-fall menswear show by Louis Vuitton. Despite the lesser status of pre-fall collections compared to the Spring-Summer or Fall-Winter lines, the decision still showcased the significance of Hong Kongand Asia overallin the expansion strategy of the French fashion brand.
Louis Vuitton inaugurated its inaugural store in Hong Kong in 1979. The per capita expenditure on luxury items by the city's inhabitants surpasses that of any other place globally, as per market research company Euromonitor. Additionally, it has consistently drawn luxury shoppers from the surrounding regions due to the lack of sales tax in the territory.
A Louis Vuitton-branded junkboat sailed through Victoria Harbour as part of the show. The brand opened their first store in the city in 1979.
Billy H.C. Kwok/Getty Images
Earlier this week, Dior, owned by LVMH, revealed plans to debut its mens pre-fall collection in Hong Kong in early next year, at a secret location. This move is seen as a significant win for Hong Kong as it strives to rebuild its global status as a top travel destination. This comes after years of stringent Covid-19 travel restrictions and the implementation of a contentious National Security Law that has been criticized for endangering political freedoms and civil liberties.
The city's "Hello Hong Kong" campaign has been working hard to attract tourists back, offering a giveaway of 500,000 free airline tickets. In a short announcement released on Tuesday, the Hong Kong Tourism Board hailed the Louis Vuitton event as "creating fashion history."
Creative director Pharrell Williams on the Avenue of Stars promenade. The event marked Louis Vuitton's first ever fashion show in Hong Kong.
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Partnering with K11 Group, the runway show took place next to the Avenue of Stars and Victoria Dockside, showcasing the latest fashion to a live audience and via digital billboards across Hong Kong. The city's energetic vibe has been a defining feature, but with increased influence from China, there are concerns about the future of Hong Kong's nightlife.
The show was also a part of Louis Vuitton's ongoing efforts to attract the lucrative Asian markets. While LVMH does not publicly disclose individual brand performance, the French conglomerate's increased profits were partially due to a resurgence in Chinese spending after the country's post-Covid reopening.
During the peak of the pandemic in 2020, the brand's menswear division decided to forgo a digital edition of Paris Mens Fashion Week and instead chose to debut its latest collection in mainland China. Under Abloh's leadership, the brand showcased formal attire, animal-themed streetwear, and vibrant block colors on the banks of the Huangpu River in Shanghai.
Many of the looks were completed with naval accessories, like raffia bucket hats and Louis Vuitton Keepall 25 bag hand-embrodiered with seashells.
Tyrone Siu/Reuters
Louis Vuittons womenswear division, meanwhile, hosted its first major show in South Korea this past April, when it transformed Seouls Jamsugyo Bridge into a striking runway.
However, apart from the strategic importance of the region, the selection of Hong Kong was deeply personal for Williams. The 50-year-old expressed feeling "tremendously supported" by the city in the past, and has participated in numerous collaborations and events there in recent years, including a private sale launched by his digital auction platform Joopiter and jeweler Lorraine Schwartz back in March. "I was certain that I wanted Hong Kong to be my second stop after Paris," he explained in reference to his Louis Vuitton show schedule.
The show was also livestreamed around the city via digital billboards.
Lam Yik/Bloomberg/Getty Images
After years of enduring the pandemic, the Asian city now seems to be thriving once again, according to Williams.
"It's like a slingshot that has been pulled back as far as it can go, and it's about to be released... from a deep and serious decline to a very strong and energetic recovery," he said. "You're going to see this resurgence across various industries, from fashion to finance."
"I think its very serendipitous that we get to come here right when things are just about to transform."
