Louis Vuitton took over Hong Kong’s Avenue of the Stars to reveal its pre-fall 2024 men’s collection. Anindya Devy reports
Pharrell Williams sets sail to Hong Kong for the unveiling of Louis Vuitton’s Pre-Fall 2024 Men’s Collection. Purposefully selecting the iconic Avenue of Stars along the Tsim Sha Tsui waterfront as the show’s venue, Williams wanted to showcase the beauty of cultural exchange and the transformative power of travel—two themes deeply ingrained in his mind due to his upbringing in Virginia Beach. Drawing inspiration from the moon’s influence on the sea and its guiding presence, the PreFall 2024 collection itself celebrates the fusion of cultures found in Hawaii and Hong Kong.
DA MAN had the privilege of attending the event in—which was held back in November of last year—as the sole media representative from Indonesia, to witness Williams’ second runway show as Louis Vuitton’s Men’s Creative Director. The 440-meter promenade underwent a stunning transformation into a tranquil beach, complete with real sand and virtual crashing waves, created by the LED backlit floor lining the runway’s edges. Adding to the ambiance, a live ukulele performance serenaded guests as they arrived.
Soon after, the inaugural Men’s Pre-Fall collection from the maison started. Over the course of almost twenty minutes and 63 looks, Williams introduced various archetypes, ranging from the classic sailor to the fisherman and the surfer. Models wearing sailor-inspired ensembles stepped into the scene with berets and double-breasted suits paired with faired trousers, while fishermen sported ensembles with LV logos resembling nets and denim reminiscent of the sea.
“The collection was solid and cohesive, with patterns paying homage to the iconic Hawaiian shirt, serving as a visual representation of cultural connections and the shirt’s global impact”
Another area that Williams excels in is storytelling. The collection was solid and cohesive, with patterns paying homage to the iconic Hawaiian shirt, serving as a visual representation of cultural connections and the shirt’s global impact. Shirts, shorts and even suits carried the motif for a contemporary accent, further affirming Hong Kong’s multicultural vibe. Sunset pink hues and floral embroidery gave a nice touch to the collection.
As the show continued, surfers finished their ride with wetsuits adorned with beaded logos. Accessories channeled travel souvenirs, featuring a mix of multicolored necklaces, sunglasses, surfboards, raffia bucket hats and even a crab-shaped bag charm. The bags were reimagined with a nautical touch, as seen in an authentic duffle bag and the introduction of a brand new Surfing Monogram inspired by Hawaiian floral prints. Also not to be missed are the footwear, novelties which includes nautical-themed loafers, sneakers and an array of innovative 3D-printed slip-ons that have been named the LV COBRA.
The show featured a diverse cast, including local talents, Hawaiian surfers and international friends of the brand, set against the backdrop of a live performance titled “Airplane Tickets,” composed by Pharrell Williams, Swae Lee and Rauw Alejandro. As Williams walked down the runway to take a bow at the conclusion, a constellation of drones illuminated the night sky, summarizing the night, from the ebb and flow of the tides to Hong Kong’s iconic red sailed junk boat, followed by depictions of the moon and stars. And finally, the word “LVERS” popped up to end the night. Because in the end, we are all LVERS.