LE CORBUSIER, UNITÉ D’HABITATION, MARSEILLE © F.L.C /ADAGP, PARIS, 2024
In a stunning announcement that has fashion aficionados buzzing, Chanel has confirmed that it will restage its Cruise 2024/25 collection in Hong Kong on 5 November 2024. This event follows Chanel’s initial presentation of the collection on 2 May in Marseille, France. The show will serve as a significant event for Hong Kong, especially following the recent cancellation of the Dior men’s pre-fall show, which had shaken confidence in the city’s resurgence as a premier fashion hub.
Scheduled for 5 November 2024, the Chanel show marks the second major fashion event in Hong Kong in recent years, following Louis Vuitton’s pre-fall show in November 2023. The exact venue remains under wraps, slated to take place at the Kai Tak Cruise Terminal, anticipation is high as fashion insiders and enthusiasts eagerly await details.
The Cruise 2025 collection, created by Chanel’s creative director Virginie Viard, is a dazzling homage to the beauty of the sea and the sun’s interplay on water. The collection features intricate embroideries, sequined jackets, diving hoods, and swimwear, all reflecting an underwater reverie. The original show in Marseille was a star-studded affair with celebrities like Lily-Rose Depp, Charlotte Casiraghi, and Phoebe Tonkin in attendance, and the Hong Kong event is expected to draw an equally illustrious crowd.
Hong Kong’s elite and numerous international stars are expected to grace the event. Speculation is rife about the presence of Chanel’s brand ambassadors, including Blackpink’s Jennie and NewJeans’ Minji. Their appearance would undoubtedly add glamour and global media attention to the show.
Chanel’s decision to restage the show in Hong Kong is laden with symbolic significance. The city, once a beacon of luxury and glamour, has faced numerous challenges over the past few years, including political unrest and the global pandemic. Reported by WWD, Bruno Pavlovsky, president of fashion and president of Chanel SAS, emphasised the importance of Hong Kong in Chanel’s strategy, highlighting ongoing robust business and significant projects in the region
The event also serves as a morale booster for the local fashion and luxury market. Hong Kong’s government, particularly through the efforts of the Culture, Sports, and Tourism Bureau, has been investing heavily to revitalise the city’s global image. The economic data is encouraging, with a 3.2% GDP growth in 2023, driven by increased inbound tourism and retail spending.
The contrast between Chanel’s upcoming show and the cancellation of Dior’s men’s pre-fall show is stark. Dior’s decision to pull out just weeks before Art Basel Hong Kong in March 2024 cast a shadow over the city’s comeback narrative. However, Chanel’s commitment offers a reassuring counter-narrative, reinforcing Hong Kong’s status as a critical player in the luxury fashion world.
For Chanel, this show is more than just a repeat performance; it’s a declaration of confidence and a celebration of resilience. As Pavlovsky noted, “We will continue to invest in Hong Kong. We’re very pleased to be in Hong Kong. We’ve wanted to do this for quite a long time, but Covid kept us from doing something big, so this will be super. We’re very happy to go back to Hong Kong.”
As preparations continue, the excitement surrounding Chanel’s Hong Kong show is palpable. The event not only promises to showcase exquisite fashion but also symbolises a broader resurgence for Hong Kong as a global luxury destination. The fashion world will undoubtedly be watching closely, with hopes that this event marks a new chapter of glamour and growth for the city.
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