Dior to show its men’s pre-collection in Hong Kong

Following in the footsteps of Louis Vuitton, Dior is now planning to show in Hong Kong. The two flagship houses of the LVMH group will each be unveiling their men’s pre-collections for autumn 2024. The Dior show is due to take place in the first half of next year, on a date to be announced shortly. The exact date is also to be announced, according to a release.

Louis Vuitton is also heading to Hong Kong on November 30 to present its collection designed by its men’s creative director Pharrell Williams. For the first time in history the brand, which has never before shown in Hong Kong, is showing its men’s pre-collection.

Kim Jones on the other hand, who has been in charge of Dior’s men’s collections since 2018, has made a habit of presenting his pre-collections at travelling shows, going to Tokyo in December 2018, Miami in 2019, London in 2021 and to the pyramids of Cairo in Egypt last December.

The scheduling of these two shows in Hong Kong within a few months of each other, by two of the world’s luxury heavyweights, comes at a time when the Chinese island is stepping up initiatives to restore its image and once again attract a wealthy clientele to its luxury shopping centres. The Louis Vuitton show is being organised in partnership with the billionaire Cheng family, a powerful local property and commercial developer.
 
Christian Dior has shown in Hong Kong before, in the 2010s, when Asia was a fast-growing market. In particular in spring 2014, when it relocated its haute couture collection for spring-summer 2014. Then two years later, when it presented its men’s collection for autumn-winter 2016/17, duplicating its Paris show. The label has been present in the city for more than four decades, with around ten boutiques.