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Inside Louis Vuitton’s Hong Kong spectacle

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It was a spectacle befitting Pharrell Williams’s tenure at Louis Vuitton to date.

On Thursday night, around 1,200 guests attended the brand’s surf-themed pre-fall menswear show in Hong Kong, held on the Avenue of Stars in the Victoria Harbour waterfront. Celebrities from Hong Kong and all around Asia — including Hong Kong actors Chow Yun-fat and Karena Lam, K-pop star and house ambassador Felix of Stray Kids, Taiwanese actors Austin Lin and Jasper Liu, Dylan Wang from China and Japanese actor Sho Hirano — sat front row, as well as Bernard Arnault’s wife Hélène Mercier Arnault.

There was sand on the ground, ukulele players, a cast that included Hawaiian surfers, all while overhead, drones formed shapes in the sky. Excitement reached its peak at the finale when Williams walked the runway with the models.

The show was a declaration of Hong Kong’s — and Asia’s — importance to the brand. “The Hong Kong skyline is in everyone’s head, and having the chance to block the Avenue of Stars, which normally has two million people passing through every day, for two days is not bad,” says Louis Vuitton chairman and CEO Pietro Beccari, speaking to Vogue Business ahead of the show. He called the choice to come to Hong Kong “a decision from the heart”.

Louis Vuitton pre-fall 2024 menswear.

Photo: Daniele Oberrauch /

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