Louis Vuitton's Premiere Men's Pre-Fall 2024 Collection in Hong Kong

Louis Vuitton made a splash in Hong Kong on the night of November 30th, hosting its first Pre-Fall 2024 Men’s Collection show, set against the picturesque backdrop of Victoria Harbour on the Avenue of Stars.

This event marked a double debut for Louis Vuitton: it was their inaugural show for the Pre-Fall 2024 Men’s Collection and the first-ever fashion show by the brand in Hong Kong. Louis Vuitton has previously fostered its bond with this global city through exhibitions like "A Passion for Creation" in 2009 and "Time Capsule" in 2017.

In a strategic move amidst a global luxury market slowdown, Louis Vuitton's return to Hong Kong for this premiere reflects a continued investment in and commitment to the Chinese market, aligning with parent company LVMH Group's expressed long-term confidence in Chinese luxury consumers.

Moreover, for Hong Kong, China, this grand fashion show helps to boost its fashion influence again, as Hong Kong has long been an important luxury consumer market and has profoundly influenced the early luxury consumption views of consumers in Mainland China.

The show was a resounding success, dominating social media discussions. The Weibo hashtag amassed over 280 million views. Celebrity attendees like Jackson Wang, Gong Jun, and others propelled the event to the top of Weibo's trending topics.

The Louis Vuitton Pre-Fall 2024 Men’s Collection by Pharrell Williams moves with the gravitational force of the moon. The nocturnal counterpart to the sun, the moon is the Earth’s wave-maker and a source of light and guidance across the globe.

Victoria Harbour is noted as an epicentre of cultural exchange, and has welcomed seafarers from around the world since the fifteenth century. Being close to the waters is a constant theme and grounding force for Pharrell Williams, who grew up in Virginia Beach. The port serves as a symbol of the mind-expanding power of travel.

In his first pre-collection for Louis Vuitton – and the Maison’s first Men’s Pre-Fall show – Pharrell Williams surfs the slipstream of the seafarers who let the moon and the stars guide them to new horizons. Staged in the metropole of Hong Kong SAR, where local tradition melds with multicultural influences, the show illustrates the LVERS philosophy at the heart of the Men’s Creative Director’s practice: an ode to the core values that bind us together across the world, from Hawaii to Hong Kong and everywhere in between.

The Avenue of Stars was transformed into a tranquil oasis, with the sea breeze and ukulele melodies complementing the youthful and dynamic essence of the collection. Pharrell Williams' new vision for Louis Vuitton menswear became clearer: youthful and vigorous, with practical wearability and many design details that showcase the brand's exquisite craftsmanship.

Pharrell Williams also announced his entrance into the Chinese social media scene, opening accounts on Xiaohongshu and Douyin fostering closer connections with the brand's Chinese audience.