In a first for the brand, Louis Vuitton debuted their Pre-Fall menswear collection in Hong Kong on the cities Avenue of Stars. With Pharrell Williams at the helm, the highly anticipated collection brought nautical back into the mainstream, a move we haven’t seen since the likes of Ralph Lauren in the early to mid aughts.
The theme of the evening was an homage to the city’s maritime history, with a mixture of nautical silhouettes and floral prints that inspire a round trip holiday straight to a tropical paradise. The choice to debut a pre-fall collection, the first Louis Vuitton has ever done, in Hong Kong is a strategic one. According to The Guardian, this move is to not only court new luxury consumers in Asia, but to keep old ones. China reported Hong Kong had the highest per capita expenditure on luxury goods as recently as August.
On his choice for his pre-fall collections theme, Williams told CNN, “it’s a luxury house, but this luxury house was founded on the traveler — the world traveler. And here it’s landed us in Hong Kong.”
