In collaboration with the multibillionaire Cheng family, Louis Vuitton is scheduled to host its inaugural fashion show in Hong Kong. The event, which will showcase designer Pharrell Williams' pre-fall men's collection, aims to revive Hong Kong's status as a tourism and shopping hub. The show will take place at the iconic Avenue of Stars promenade and is in partnership with K11 Musea, part of New World Development Co.'s harbour-front project.
Hong Kong has been struggling to regain its appeal as a global luxury shopping destination due to years of harsh COVID restrictions and cautious spending by mainland Chinese tourists, who make up a significant portion of the city's retail landscape. The city also faces competition from nearby shopping and entertainment destinations, such as Macau and Hainan. Despite efforts by the Hong Kong government to revive visitation, tourist arrivals in September were only at 59% of 2018 levels.
The government has enlisted the Cheng family, including Henry Cheng and his son Adrian Cheng, to aid in the revival efforts. New World Development has distributed vouchers, extended trading hours at its malls, and organised weekend night markets at the Avenue of Stars. The iconic promenade, similar to Hollywood's Walk of Fame, features the handprints of celebrities like Michelle Yeoh.
In February, Louis Vuitton appointed Pharrell Williams as its menswear designer, following the death of Virgil Abloh. Celebrities like Beyoncé, Kim Kardashian, Rihanna, and Lewis Hamilton attended Williams' first show in Paris in June. The upcoming fashion show in Hong Kong is expected to attract attention and contribute to the city's efforts to regain its status as a luxury shopping and tourism destination.
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