The fashion glitterati were joined by global and local stars for Louis Vuitton's debut Pre-Fall Voyager show. This was a major China runway show, like the four the brand has pulled off here since 2020, but also the global debut of a collection in the mainland. A statement was made with the likes of Paul Bettany, Hoyeon Jung, and others in the front row. Jackson Wang, Hoyeon Jung, and Chlo Grace Moretz were at the show.
With Dior canceling its big Hong Kong show originally scheduled for March, Louis Vuitton's China showcase is a telling narrative. The brand reveals that all destination shows are to be unified and branded under a single "Voyager" series in homage to the French Maisons roots and core spirit of travel. The final runway looks from the show in the Long Museum. The collection was filled with bright prints and pops of color, but also with more structured, hard-edged elegance. The wide shoulders and boxy tops are welcome manifestations in a collection all about juxtaposing freedom and form. There is a wow-factor and post-climatic glow to a show, but making that moment last longer is always a challenge. Linda Li hosts the Louis Vuitton post-show recap on the brand's official Xiaohongshu channel, and the show was viewed by over 470,000 fans. The social media impact was impressive, with 970 million views and 3.23 million engagements for the #LVbigshow and 150 million views and 6.26 million engagements for the #LVprefallwomenshow. The event reached the second-highest spot on Weibo.
The brand created a lot of buzz with its collaboration with Sun Yitan, a post-90s female Chinese artist. Posters were plastered on street sides, while yellow plastic ducks, zebras, and leopards took over billboards, and even the K11 skyscraper building. The show notes that Sun's plastic toy prints see-now, buy-now accessories and printed on satin coats and dresses from Pre-Fall 2024 are an exuberance of color and joyfulness. Sun Yitan created playful animal prints.
The artist wanted her artwork to go beyond a fashion and art product collab and bring youthful energy to the affair. Yitan wants people to see this as a piece of art and not just a bag or a perfume. I want them to understand the cultural significance and creative concepts woven into this collaboration.
Louis Vuitton implemented a clever strategy to convert a fashion moment into something with a long-term impact and strong sales. The PR and marketing moment is transformed into an emotional and exclusive retail experience by enabling China's elite clients to snap up their favorite pieces before the line drops in stores worldwide on May 17. With luxury brands re-focusing on their VICs during uncertain economic times, this collection's re-see schedule will land in seven Chinese cities, including Beijing, and the opportunity to buy selected items on the spot.