French luxury fashion brand Louis Vuitton is holding its inaugural fashion show in Hong Kong in collaboration with the billionaire Cheng family. The event, to be held at the iconic Avenue of Stars promenade, is a joint effort with K11 Musea, part of New World Development Co.’s waterfront project.

A cornerstone of Bernard Arnault’s luxury empire, the brand will showcase designer Pharell Williams’s pre-fall men’s collection on 30th November. This high-profile event aims to spotlight Hong Kong’s resurgence as a tourism and shopping destination amid its struggles.

The city faced a decline in tourism due to strict Covid measures and cautious spending from China amid economic headwinds at home. Additionally, Hong Kong experiences competition from neighbouring shopping and entertainment havens like Macau and China. The Government has also put in efforts to revive tourism with incentives like free plane tickets, night markets, and other activities.

The Hong Kong Government has engaged Chairman Henry Cheng and CEO Adrian Cheng of New World Development to help bolster these revival efforts. Their firm has actively contributed by distributing vouchers, extending trading hours at its malls, and organising weekend night markets at Avenue of Stars, an iconic Victoria Harbour spot adorned with celebrity handprints.

Pharrell Williams, the musician-turned-designer, joined Louis Vuitton as a menswear designer post-Virgil Abloh’s passing in 2019. His debut show in Paris garnered attention with luminaries like Beyoncé, Kim Kardashian, Rihanna, and Lewis Hamilton in attendance.