LVMH-owned Kenzo will stage its first show in China on July 28, showcasing the Japanese luxury brand’s men’s and women’s spring 2024 collection in Shanghai.
Details of the show location are yet to be divulged.
Under the creative direction of Kenzo designer Nigo, the brand first unveiled the co-ed spring 2024 collection on June 23 during Paris Men’s Fashion Week.
The news comes as the luxury brand homes in on Asia as a market of future growth via shows in specific markets and ambassadorship deals with Asian celebrities. The region has recovered significantly from Covid-19 related lockdowns this year, making it a prime target for luxury brands in 2023.
Most recently, Kenzo named K-pop star Vernon, one of the member of South Korean boy band Seventeen, as its first global ambassador.
Vernon made his first official appearance as a Kenzo ambassador during Paris Fashion Week.
The K-pop celebrity’s appointment at Kenzo comes one month after Italy’s Ferragamo and Valentino both appointed Asian celebrities as ambassadors of their respective high-end marques, as big-name luxury brands continue to use local star-power to win over Asian luxury consumers.
Ferragamo announced the appointment of Jeno Lee, best known as Jeno, as the Florentine company’s first global male ambassador, in June, while Valentino announced the appointment of popular Chinese actor Yang Yang as its latest brand ambassador.
Moreover, Lisa, Jennie, Rosé and Jisoo of Blackpink have all inked partnerships with luxury brands Celine, Chanel, Saint Laurent and Dior in recent months, while fellow K-pop band NewJeans’ members Hyein, Hanni, Danielle and Haerin have also been appointed as ambassadors at Louis Vuitton, Gucci, Burberry and Dior, respectively.