The house of Dior has scheduled its next pre-fall menswear show in Hong Kong for Saturday, March 23, taking advantage of the Chinese city’s youth festivals and art salons.
“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,” the Paris-based house said. finally revealing the exact date of the parade.
The show is carefully timed to occur right in the middle of ComplexCon Hong Kong, the first international edition of the Los Angeles-born celebration of all things pop culture, from streetwear and sneakers to music and food.
Dior’s Fall 2024 men’s collection, from its veteran menswear creative director Kim Jones, will also be unveiled just before the upcoming Shanghai Fashion Week, scheduled to begin on March 25.
Jones’ decision to exhibit in Hong Kong is entirely in line with the current strategy of Dior owner LVMH. At the end of November last year, the Louis Vuitton house also hosted its pre-fall menswear show in Hong Kong.
Although it suffered from the Covid pandemic and emerged very slowly, Hong Kong still has 11 Dior boutiques, six of which sell menswear.
ComplexCon Hong Kong takes place between March 22 and 24. It is supported by the Hong Kong Special Administrative Region’s Cultural and Arts Events Mega Fund and is designed as an East-West show. Additionally, the Hong Kong Tourism Board is also supporting the event, which will welcome both domestic and international attendees.
The Dior menswear pre-fall will also take place close to the upcoming three-day Art Basel Hong Kong show, which runs from March 28 to 30. In 2019, Jones presented the pre-fall in Miami just before Art Basel Miami Beach, underscoring the presence of the British designer. ties to the art world, which has included collaborations with Kenny Scharf, Peter Doig, Kaws and Daniel Arsham.
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