Louis Vuitton is taking its ‘Voyager’ fashion show to Shanghai next spring, the latest global runway show unveiling under creative director, Nicolas Ghesquière, after the French brand held its first pre-fall women’s show in Seoul last year.
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According to WWD, the Louis Vuitton event is scheduled for April 18 at the Long Museum West Bund, a museum that blends traditional and contemporary Chinese art.
The Chinese event forms part of the newly established ‘Louis Vuitton Voyager Shows’ — an initiative that takes the French brand’s men’s and women’s pre-fall and cruise collections to different locations around the world — combining the locale’s native culture with the maison’s design signatures.
Following the upcoming Shanghai show, Louis Vuitton’s women’s pre-fall collection 2024 will be available in all Louis Vuitton stores worldwide May 17.
Last April, Louis Vuitton held its first pre-fall show in the Korean capital, Seoul, along the Jamsugyo Bridge, on Hangang River.
More recently, the Parisian brand’s pre-fall collection was staged last month in Hong Kong, as the luxury marque homes in the financial hub and shopping meccas post-Covid, in an attempt to propel luxury spending in the region and across Greater China.
In its most recent trading, parent company LVMH said organic sales for the third quarter inched forward just 1 percent for the three months ending September 30, to EUR 19.96 billion (USD 21.17 billion).
While organic revenues in Asia excluding Japan were up 11 percent in the third quarter, figures reflected a slowdown from the 34 percent jump in the prior three months, reflecting a more challenging comparison basis and a recovery in Chinese tourism outside of Asia.
Revenues in Japan remained strong, up 30 percent in the third quarter, after a rise of 29 percent in the second quarter.