Dior's Men's Pre-Collection to be Presented in Hong Kong

Dior is set to present its men's pre-collection in Hong Kong, following the lead of fellow LVMH group member, Louis Vuitton. 

Both brands will reveal their men's pre-collections for the autumn season of 2024. 

Details of the Dior display, including the specific date, are set to be disclosed soon. Similarly, the exact date for the Louis Vuitton presentation in Hong Kong, happening on November 30, has not been announced. This would mark the brand's first ever men's pre-collection presentation in Hong Kong, with Pharrell Williams, its men's creative director, doing the honours KIm Jones, Dior's men's collection head since 2018, is accustomed to showcasing his pre-collections at rotating shows, having done so in Tokyo in December 2018, Miami 2019, London 2021, and the pyramids of Cairo in Egypt the previous December. 

The staging of these two displays in Hong Kong, within a few months of each other, from two of the world’s luxury titans, is timely as the Chinese island is currently taking measures to revive its image and draw affluent customers back to its high-end shopping centres. 

The Louis Vuitton event is being co-hosted by the affluent Cheng family, a significant local property and commercial developer. Previously, Christian Dior has held shows in Hong Kong, specifically in the 2010s, during a period of fast growth in Asia. Notably in spring 2014, the brand relocated its haute couture collection for spring-summer 2014, and once again in 2016, when it presented its men's collection for autumn-winter 2016/17, mirroring its Paris event. 

The brand has maintained a presence in the city over the past forty years, with about ten boutiques.