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LVMH is all in on Hong Kong. Dior announced today that it will show its men’s pre-fall collection in the city in the first quarter of next year, following in the footsteps of its LVMH stablemate Louis Vuitton later this week. Details of the Dior show date and location are yet to be announced.

It is another clear signal that Hong Kong is back in the sights of Western luxury brands after a challenging period. Protests over Beijing’s influence in Hong Kong, strict Covid lockdowns and economic uncertainty have dogged the city in recent years. However, China’s decision to fully reopen its border with Hong Kong on 6 February after nearly three years of closure was met with an influx of people from the mainland, revitalising the market.

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Pharrell is heading to Hong Kong. Will others follow?

The creative director’s pre-fall 2024 collection for Louis Vuitton will be shown in Hong Kong. It’s a sign of the city’s resurgence as an important destination for global luxury brands — but with stiff competition from the rest of China, can it come out on top?

Though tourist levels are still below that of 2019, retail sales in the city have been growing by double digits monthly since February, and HSBC predicts that the 20 per cent growth in luxury sales in the APAC region (excluding mainland China) will be driven by Hong Kong, alongside Macau, South Korea and Japan. Competition is stiff — many shoppers prefer cities on the mainland like Beijing, Shanghai or, increasingly, Shenzhen, while Hainan is expected to continue growing in influence. However, Hong Kong is working on restoring its image through promotional campaigns and cultural events, as well as investment in its infrastructure.

After staging a blockbuster debut for Louis Vuitton in Paris in June, Pharrell Williams is heading to Hong Kong on 30 November to showcase his pre-fall 2024 collection for the house. The show will take place on the Avenue of Stars, known for its celebrity handprints and bordering the Tsim Sha Tsui waterfront, framed by Victoria Harbour.

Dior’s show will be its first in Hong Kong since 2016 when it held a menswear show; the brand has 11 stores across the city.

Vogue Business published a full report on the state of play for luxury brands in Hong Kong. To read the full report, sign up for an Advanced Membership.

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