What to Know About the 2024 Pre-Fall Louis Vuitton Show in Hong Kong

Slated for Nov. 30, Louis Vuitton will be taking to the runway in Tsim Sha Tsui’s iconic Victoria Dockside with its Men's Pre-Fall 2024 Show, taking place on the renowned Avenue of Stars. Find out more about how Pharrell brings his artistic eye to one of the fashion world’s most anticipated shows of the year.

K11 Musea and Avenue of Stars to Host Louis Vuitton

This exclusive fashion event, in partnership with K11 MUSEA, is a celebration of the city's artistic and cultural landmarks, alongside the breathtaking scenery of Victoria Harbour. The iconic Avenue of Stars, known for commemorating Hong Kong's cinematic legends, adds to the grandeur of the event.

Selecting Hong Kong as its key location, the show is a significant nod to Louis Vuitton's long-standing relationship with Hong Kong, a history stretching back over four decades. The brand's first store in the city opened in 1979 at the Peninsula hotel just a stone’s throw away from the runway venue.

Louis Vuitton's presence in Hong Kong has also been marked by major exhibitions, such as the 2009 "Louis Vuitton: A Passion for Creation" where artist Richard Prince transformed the Hong Kong Museum of Art with replicas of pulp-fiction novel covers. Another notable event was the "Time Capsule" exhibit in 2017, showcasing vintage designs and iconic Louis Vuitton archive pieces at a pop-up in the heart of Central’s Statue Square.

Pharrell’s First Louis Vuitton Collection – SS24 Menswear

Louis Vuitton first announced the appointment of multi-hyphenated artist, Pharrell Williams, at the post of Creative Director in 2021. While he had big, monogrammed trainers to fill, Pharrell’s longtime involvement in the world of fashion and countless collaborations with brands ranging from Chanel to Billionaire Boys Club were more than enough reassurance that he is just the right fit following high-end streetwear legend Virgil Abloh. After generating massive buzz, teasing his SS24 show with a campaign featuring a pregnant Riri toting the collection’s vibrant 'Millionaire Speedy' bags, Pharrell’s debut Louis Vuitton collection took to Paris Fashion Week 2023 on a gilded runway along the River Seine.

Pharrell’s Louis Vuitton SS24 menswear collection made sure to retain familiar nods to the heritage of the French luxury label, interpolating its iconic Damier pattern and serif logo into tailored garments and sets. Inspired by the omnipresence of solar power and the light that shines through all humankind,

His use of the well-loved iconography is given a fresh new twist, as he muddles the pattern into blockish, pixelated tiling that blended with muddied Camo tones, greys, blues, mustards, and frosty white. Bags were the accessory to watch, with the models sporting structured duffel bags that gave the outfits pops of bright colour. Also, on display were uniquely shaped sunglasses and chains adorned with pearls.

All eyes are on Pharrell as he continues unveils his vision for Louis Vuitton, potentially continuing the dynamic momentum that Virgil Abloh initiated in fashion at large. The question on everyone's mind is whether Pharrell can bring a fresh perspective to the table beyond just appealing to the celebrity-driven, luxury-meets-streetwear trend. There's a curiosity about whether his collection will solidify his status as a bona-fide designer, sidestepping the wave of entertainers seeking the runway spotlight simply to grab a slice of the industry.

Front-row Predictions

Paris’ show featured superstars amongst the likes of Jay-Z, Pusha T, and A$AP Rocky, keeping connections close between music’s best dressed and one of the world’s most eminent labels. While the guestlist for Pre-Fall 2024 is still under wraps, it’s safe to assume the venue is going to be saving a few seats for current Louis Vuitton House Ambassadors.

The current rotation includes Hollywood actresses Chloe Grace Moretz, Cate Blanchett, and Zendaya - the latter of who has confirmed she will be making her way. The list goes on to star French-Algeiran actor Tahar Rahim, Chinese superstars Liu Yifei and Zhu Yilong, ex-GOT7 singer Jackson Wang, alongside Korean celebrities Hoyeon, TaeYeon, and NewJeans' Hyein. Fellow South Korean Lousi Vuitton ambassador Soong Joong-ki has confirmed to be ticked on the guestlist as he was spotted heading aboard a flight to Hong Kong with a green Louis Vuitton Keepall bag in tow. Most recently appointed are also Korean girl-group LE SSERAFIM, and Spanish athlete Carlos Alcaraz. Unfortunately, BTS’ J-Hope is still currently serving in the army and will have to skip the show.

Rumours have also been circulating that pop diva Beyoncé and her rap mogul husband Jay-Z, and dynamic duo Rihanna and A$AP Rocky, are amongst the A-list celebrities who are coming to Hong Kong for the show. Seats that have been confirmed include Japanese actor Sho Hirano, as well as Stray Kids' Felix, who have both posted photos to commemorate their arrival to the city. Taiwanese actor Austin Lin and Thailand's Jaokhun Wattanasin have also been spotted by eagle eyed fans at the Hong Kong International Airport, donned in full Louis Vuitton attire, no less.

As for Hong Kong-based guests, we expect to see several of the city’s art scene tastemakers. Most notably WOAW Gallery founder, Kevin Poon, who Pharrell was seen linking up with at the 2022 edition of the Miami Untitled Art fair. MIRROR members Anson Lo and Edan Lui, alongside local popstar Hins Cheung, and industry bad boy Tyson Yoshi are amongst the few who will be representing our city amidst the crowd.