Shanghai shines as the chosen city for the debut of the ”Louis Vuitton Voyager Shows”. This April, the Long Museum West Bund, renowned for its avant-garde architecture, will serve as the stage for this groundbreaking event. This marks a significant shift for Louis Vuitton as the brand embraces a new concept under the banner of ”Voyager Shows.” Both the men’s and women’s Pre-Fall and Cruise collections will be presented to a global audience in diverse, culturally rich locations.
Nicolas Ghesquière, Louis Vuitton’s Artistic director for women’s collections, is at the helm of this innovative approach. Following his successful destination show in Seoul for the Pre-Fall 2023 collection, Ghesquière has set his sights on Shanghai, a city that perfectly aligns with Louis Vuitton’s cultural brand ethos. Shanghai’s Long Museum, with its focus on traditional and contemporary Chinese art, resonates with Louis Vuitton’s philosophy of fusing fashion with cultural narratives.
The concept of ”Voyager Shows” is not just a series of fashion events; it’s a cultural exchange, a celebration of local aesthetics and global fashion trends. Each location under this new moniker is carefully selected to enhance the narrative of the collection, making each show a unique experience. This approach reflects the brand’s commitment to cultural appreciation and artistic innovation.
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Shanghai’s importance in the fashion world is not new. The city has been a hotspot for major fashion events, including the recent Pre-Fall 2024 collection show by Louis Vuitton’s menswear Creative director Pharrell Williams in Hong Kong. China’s growing influence in the fashion industry is evident with numerous high-profile shows and events taking place across the country.
The Long Museum West Bund is more than just a venue for the ”Louis Vuitton Voyager Shows”. This architectural marvel, designed by Liu Yichun of Atelier Deshaus, epitomizes the fusion of art and fashion. Its unique ”vault-umbrella” style and flowing concrete surfaces provide the perfect backdrop for a fashion spectacle. The museum’s vast collection, part of billionaire couple Liu Yiqian and Wang Wei’s collection of artworks from around the world and across time, reflects the global reach and cultural depth of the Louis Vuitton brand.
Louis Vuitton‘s commitment to China goes beyond fashion shows. Since entering the Chinese market in 1992, the brand has continually sought ways to connect with the country’s rich cultural heritage and its fashion-forward audience. The upcoming Shanghai show is a testament to this enduring relationship.
Following the Shanghai show, the Louis Vuitton Women’s Pre-Fall 2024 collection will be available worldwide from May 17th.
In addition to hosting exhibitions, the Long Museum also promotes academic research and educational programs. Dior has previously hosted numerous events at the museum, including a Women’s Pre-Fall show in 2021, a Men’s show in 2014, and the comprehensive “Christian Dior: Designer of Dreams” exhibition in 2020.
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