Luxury house Dior announced it plans to show its men’s pre-fall 2024 collection in Hong Kong next year, following in the footsteps of fellow Parisian house Louis Vuitton which will show its men’s fall offering in the Asian hub on November 30.
The LVMH-owned Dior did not disclose exact date or location details of the show, but said it would take place during the first half of 2024.
The latest offering from the French fashion house, under the creative direction of Kim Jones, will arrive in the Asian financial and shopping hub after prior pre-fall men’s runway shows in Tokyo, Miami, London, Los Angeles and Cairo, respectively, highlighting the maison’s passion for travel, according to a press release.
The scheduling of the two shows in Hong Kong within a few months of each other comes at a time when Hong Kong is looking to restore its image as a shopping destination for wealthy tourists, particularly from mainland China. The Louis Vuitton show is being organised in partnership with the billionaire Cheng family, a powerful local property and commercial developer, and will take place against the backdrop of Hong Kong’s iconic Victoria Harbour, along the K11 Victoria Dockside. It will be the first time Louis Vuitton has showed in Hong Kong.
Dior, however, is no stranger to Hong Kong having shown in Asia over the last decade. Past runway shows in Hong Kong include Dior spring 2014 collection, when the maison relocated its haute couture collection. Then two years later, Dior presented its men’s collection for autumn/winter 2016, duplicating its Paris show. The house has been present in the city for more than four decades, with around ten boutiques.
On October 10, parent company LVMH released a trading update for the third-quarter, reporting organic sales 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.
According to the Hong Kong Immigration Department, during the half-year between February 6 and the end of July 2023, approximately 12.7 million mainland visitors travelled to Hong Kong through air, land and sea ports. This compares with 51.04 million arrivals in 2018 and 43.77 million in 2019, according to Hong Kong Tourism Board data.