Louis Vuitton’s First Show in Hong Kong Attracts China's A-List Celebrities

At the first-ever Louis Vuitton fashion show in Hong Kong, renowned stars from China and Korea convened, signifying an effort by the luxury brand to amplify its business footprint in the area.

At the event, Pharrell Williams, the designer, showcased his pre-fall 2024 runway line for men before a crowd of around 1,200, featuring notables such as Chow Yun-fat of Crouching Tiger, Hidden Dragon fame, notable Korean actor and brand ambassador Song Joong-ki. Acknowledging the region's big spending Gen-Z clientele, the event was also attended by beloved figures such as Chinese boy group Teens In Times and K-pop star Felix.

The Avenue of Stars waterfront promenade, a local highlight, was used by the brand as a city-based beach that included a sandy runway. Models displayed the designer’s vision for the season which featured navel-inspired get-ups and references to Hawaiian-style tropical shirts. A group of 50 ukuleles welcomed guests to their seats, and as the event reached its climax, a swarm of drones wowed the audience with a captivating light show, a popular attraction in the region.

The dazzling display is indicative of LVMH Moet Hennessy Louis Vuitton SE's increasing investment in the region. Despite recent hiccups in sales due to the prevailing economic situation — with a mere 11% growth in Asia’s Q3 sales (excluding Japan) falling short of expectations primarily due to weakness in mainland China — the country is perceived to be a promising luxury market for the imminent future.

LVMH is a pioneer in leveraging mainland China's economic recovery post-Covid, diverting capital to local investments to tap into the preferences of wealthy Chinese for buying luxury goods domestically instead of pricey overseas trips. DFS Group, owned by the company, plans to establish a significant shopping and entertainment site on Hainan, a duty-free island, while LVMH mulls over restructuring the China operations of its Sephora unit.

The fashion show happens at a significant period for Hong Kong. Owing to 2019 protests, civil society clampdowns, and extended Covid restrictions, the city's attraction for tourists has taken a toll.

Notably, mainland Chinese, accounting for roughly 80% of total inbound visitors and vital for the city’s retail sector, have been reluctant to return to Hong Kong. Those who do return prefer to engage in more understated or experiential activities. Consequently, LVMH is repositioning its resources away from the financial hub to capitalize on the emerging cities across the border.

The lackluster recovery has prompted Hong Kong to organize global summits and giveaways of free plane tickets. Tycoons, such as billionaire Henry Cheng and his family who run the New World Development Co. that operates the Avenue of Stars, are also doing their part to boost consumption by offering vouchers and hosting events.

Despite the challenges, Hong Kong continues to be a strategic entry point to mainland China. The Louis Vuitton event might rejuvenate the city's appeal as a luxury destination. The event already generated buzz in China as the event’s hashtag was a trending topic on Weibo. Local fans who couldn't secure an invite tried to catch a glimpse from multiple boats on the harbour.

LVMH has plans to come back to Hong Kong shortly. Dior, another brand owned by Bernard Arnault, is scheduled to present its men’s pre-fall show in the financial hub the following year.