Dior Sets Men’s Pre-Fall Show in Hong Kong

Kim Jones to Showcase Dior Men’s Collection in Asia’s Luxury Capital

In a significant move affirming the city’s status as a luxury fashion hub, Dior has announced that its Men’s Pre-fall 2024 collection will be showcased in Hong Kong. This event, scheduled for the first half of 2024, is a testament to parent company LVMH Moët Hennessy Louis Vuitton’s confidence in the region’s market potential.

Kim Jones headshot

Kim Jones, known for his global inspirations and ambitious show locations, will bring his unique sartorial vision to Hong Kong. Having previously presented in cities like Tokyo, Miami, London, Los Angeles, and Cairo, Jones continues to merge his passion for travel and diverse cultures into his designs. This characteristic mirrors Dior’s founder Christian Dior’s international approach, who began expanding globally soon after establishing his fashion house in 1947.

This upcoming event marks Dior’s significant return to Hong Kong, following a women’s haute couture show in 2014 and a men’s presentation in 2016. The French fashion house, which has maintained a presence in Hong Kong since 1980 and currently operates 11 boutiques there, continues to solidify its bond with the city.

The announcement comes on the heels of Louis Vuitton, another prominent LVMH brand, preparing for its own pre-fall men’s show in Hong Kong. This show, led by Pharrell Williams, is set to occur shortly in a location owned by the luxury lifestyle complex K11 Musea.

Despite recent challenges, including the 2019 protests and the COVID-19 pandemic, Hong Kong is witnessing a resurgence in its luxury market. LVMH’s Rodolphe Ozun noted a significant uptick in store traffic and sales in the region, deviating from the group’s overall slower growth in the third quarter. Hong Kong’s retail sales have shown an 18.6 percent increase in the first nine months of 2023 compared to the previous year, indicating a positive trajectory bolstered by recovering tourism.

As Dior prepares to make its mark in Hong Kong once again, the city reestablishes itself as a pivotal player in the global luxury fashion scene, continuing to attract major fashion events and revitalize its retail landscape.