The Dior Men Pre-Fall 2024 collection will make a grand entrance in Hong Kong next year. The move by Dior, part of the LVMH Moët Hennessy Louis Vuitton group, signals a strong confidence in Hong Kong as a historic luxury hub.
Kim Jones, the Creative director of Dior Men, whose childhood in Africa fueled his love of travel and global cultures, echoes the international vision of founder Christian Dior. Since its founding in 1947, Dior has embraced a global presence, a tradition Jones continues with shows in cities as diverse as Tokyo, Miami, London, Los Angeles and Cairo.
The announcement comes as Louis Vuitton, another big name under LVMH, recently unveiled its first Pre-Fall 2024 men’s show in Hong Kong. Pharrell Williams, the newly appointed Creative director of Louis Vuitton’s menswear, showed his collection at a harborfront venue owned by K11 Musea, the luxury lifestyle complex founded by entrepreneur Adrian Cheng’s New World Development. This string of high-profile shows in Hong Kong reflects the region’s resurgence as a luxury destination.
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Hong Kong has faced its share of challenges, with recent anti-government protests and the COVID-19 pandemic impacting tourism and retail. However, the city is bouncing back, as evidenced by the 18.6 percent increase in retail sales in the first nine months of 2023. These figures, released by the Census and Statistics Department, highlight the ongoing recovery and the potential for luxury brands in the region.
Dior‘s return to Hong Kong, following its women’s Haute Couture show in 2014 and a men’s show in 2016, is a significant development. The brand, which has had a strong presence in Hong Kong since 1980 with 11 boutiques, six of which carry its menswear line, is reaffirming its commitment to this dynamic market.
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