Louis Vuitton has unveiled its upcoming men’s Pre-Fall 2024 collection, which marks Pharrell Williams’ second collection as creative director for menswear. The highly anticipated runway show, scheduled for November 30 at 8 p.m. local time, will take place against the stunning backdrop of Hong Kong’s Victoria Harbour on a section of the Avenue of Stars within K11 Musea, an opulent lifestyle complex created by Adrian Cheng’s New World Development.
Pharrell Williams, now at the creative helm of Louis Vuitton’s menswear, is preparing to present his second runway show after a stunning debut on the Pont Neuf bridge in Paris. The choice of location, a section of the Avenue des Stars at K11 Musea, speaks volumes about the brand’s visionary approach. This area, part of K11 Victoria Dockside and known as the city’s art and design district, offers a perfect canvas for Williams’ creative genius.
This event marks the first time a Louis Vuitton men’s pre-collection has been presented on a physical runway.
Hong Kong’s Victoria Harbour, known for its breathtaking views and vibrant energy, promises to be an ideal setting for this fashion extravaganza. The venue itself, the Avenue of Stars promenade, is a cultural landmark, celebrated for featuring over 100 handprints of famous figures from East Asian cinema.
The relationship between the luxury brand and Hong Kong goes back more than four decades. Its first store opened at The Peninsula Hotel in 1979, and today the brand has seven boutiques in the region.
Previously, the town hosted major Louis Vuitton shows, including the famous “Louis Vuitton: A Passion for Creation” in 2009. For this event, artist Richard Prince transformed the Hong Kong Museum of Art with enlarged replicas of pulp fiction novel covers, an artistic gesture that is still remembered and celebrated. Another notable exhibition was “Time Capsule” in 2017.
This upcoming show, supported by K11 Musea and local government agencies including the Culture, Sports and Tourism Bureau, the Leisure and Cultural Services Department and the Hong Kong Tourism Board, will be a globally streamed event. It will be broadcast live on local digital billboards and through the house’s social channels, allowing fashion enthusiasts around the world to share in this momentous occasion.