Hong Kong is once again attracting the interest of luxury brands

Luxury brands are betting on Hong Kong. And yet, while the destination has recovered in recent months, it faces increasing competition, particularly from the tropical Chinese island of Hainan, increasingly popular with Chinese tourists.


Luxury goods are once again eyeing Hong Kong. The last few months have seen several significant announcements, notably from the Lvmh group’s flagship Houses.

Dior has just revealed that its pre-autumn men’s fashion show, designed by Kim Jones, will take place in Hong Kong on Saturday March 23.

“After Tokyo, Miami, London, Los Angeles and Cairo, this destination once again celebrates the artistic director’s passion for travel and world cultures, so dear to Monsieur Dior,” said the emblematic Maison du numéro un du luxe.

Dior’s presence in Hong Kong is far from negligible, with 11 boutiques, including six dedicated to menswear.


Media window of opportunity

The show will take advantage of the media window offered by ComplexCon Hong Kong. This first international edition of the Los Angeles-based event dedicated to global pop culture (streetwear, sneakers, music, gastronomy…) will take place from March 22 to 24. The Dior presentation will also take place just before Shanghai Fashion Week, which kicks off on March 25.


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Featured Photo: Pixabay

Picture of Sophie Michentef
Sophie Michentef
Sophie Michentef has worked for more than 30 years in the professional press. For fifteen years, she managed the French and international editorial staff of the Journal du Textile. She now puts her press, textile, fashion, and luxury expertise at the service of newspapers, professional organizations, and companies.

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