Nicolas Ghesquière selects Shanghai for the inaugural “Louis Vuitton Voyager Shows,” merging global fashion with local culture
Louis Vuitton‘s esteemed artistic director, Nicolas Ghesquière, is set to curate a spectacular showcase of the brand’s pre-fall collection in the vibrant city of Shanghai on April 18. This event will serve as the inaugural installment under the newly coined title “Louis Vuitton Voyager Shows,” a comprehensive series featuring both men’s and women’s pre-fall and cruise collections presented at diverse international locales. Central to this concept is an emphasis on local settings and cultural exchanges, transforming each show into a unique and immersive experience.
The chosen venue for this grand affair is the Long Museum West Bund, renowned for its imposing and futuristic architecture—a characteristic that resonates with Ghesquière’s penchant for selecting visually striking locations for his fashion spectacles. Underlining Vuitton’s identity as a cultural brand, the Long Museum West Bund houses an extensive collection of traditional and contemporary Chinese art, seamlessly aligning with the brand’s ethos.
Nicolas Ghesquière, having recently extended his contract with Louis Vuitton for an additional five years as the artistic director of women’s collections, collaborates closely with the luxury giant’s new chairman and CEO, Pietro Beccari, to introduce a fourth runway show to his already illustrious portfolio. The first of these destination shows unfolded last April on the Jamsugyo bridge in Seoul, embodying Louis Vuitton’s “spirit of travel” ethos.
China has emerged as a focal point for Louis Vuitton’s lavish fashion events, with Pharrell Williams, the men’s artistic director, presenting his first pre-fall collection in Hong Kong last month. The late Virgil Abloh, Williams’ predecessor, orchestrated a memorable outdoor fashion spectacle on Shanghai’s West Bund in 2020.
Following the Shanghai showcase, the women’s pre-fall collection for 2024, to be unveiled at the Long Museum West Bund, will be available in all Louis Vuitton stores worldwide from May 17. The Long Museum West Bund, owned by billionaire art collectors Liu Yiqian and Wang Wei, adds a rich cultural dimension to the event. The museum houses an extensive collection covering various categories, including Chinese revolutionary art and contemporary works from around the world.
China’s burgeoning influence in the world of luxury is evident not only in Louis Vuitton’s strategic choice of venue but also in the growing trend of private museums, where wealthy collectors open their collections to the public. The Long Museum West Bund, designed by Liu Yichun of Atelier Deshaus, stands as a testament to this trend, fostering research and public education alongside its exhibition spaces.
Dior, another luxury powerhouse, has previously chosen the Long Museum West Bund as the venue for various events, including a pre-fall women’s show in 2021, a repeat of a Dior Men show in 2014, and the extensive “Christian Dior: Designer of Dreams” exhibition in 2020. This underscores the significance of this cultural hub in Shanghai as a premier destination for high-profile fashion events.
