Pharrell Williams’ first global Louis Vuitton Pre-Fall 2024 Men’s collection to be unveiled at K11 Avenue of Stars, Hong Kong
Never-before-seen art
The news is finally out—K11’s Avenue of Stars, Hong Kong, renowned as a premier global and cultural hub, is the chosen venue for the highly anticipated Louis Vuitton Pre-Fall 2024 Men’s show on the 30th of November. This marks Pharrell Williams’ debut outside of Paris, and the exclusive showcase is scheduled to take place at the iconic Avenue of Stars in collaboration with K11 MUSEA, offering an unparalleled blend of art, retail, and immersive experiences at the Tsim Sha Tsui harbourfront. The transformation of the Avenue of Stars into a never-before-seen Louis Vuitton fashion runway promises a unique and unforgettable experience for fashion enthusiasts worldwide.
The partnership between K11 and Louis Vuitton may not come as a surprise to some, given the longstanding friendship Dr Adrian Cheng, Founder and Chairman of K11 Group, has had with the rapper-turned-Creative Director of the French brand. In 2019, the two collaborated for a private launch party at luxury residence K11 Artus, along with jewellery designer Lorraine Schwartz, celebrating art in all forms. They joined forces once again at the AMFAR Gala Dinner the same year at Rosewood Hong Kong, where Williams presented the AMFAR Award of Courage to Adrian Cheng for his contributions in combating HIV and AIDs.
“Hong Kong’s revival is an inspiring journey, a spirit synonymous with the house of Louis Vuitton, who we are thrilled to partner with for such a momentous event,”
—Adrian Cheng
“The iconic fashion house’s Pre-Fall 2024 menswear collection will soon debut and usher in a new era of art, culture, and style. As the Chair of the Hong Kong Mega Arts and Cultural Events Committee, I am fully committed to actively participating in Hong Kong’s reestablishment as a global cultural hub. This exclusive showcase at the iconic K11 Victoria Dockside will reinforce Hong Kong’s status as a thriving cultural and economic hub. It will also mark a significant turning point for our city, propelling us towards our vision of becoming one of the world’s most influential fashion capitals,” Cheng continues.
Despite being relatively new to the role of Menswear Creative Director of Louis Vuitton, Williams has undeniably left a lasting impression in the fashion world. Following the success of his Spring/Summer 2024 menswear collection in Paris last June, Williams is now poised to stun with his upcoming Pre-Fall collection, infusing his creative touch with Louis Vuitton’s heritage, adding even more excitement to Hong Kong’s lively fashion scene.
Renowned for its longstanding status as a prominent arts enclave, this monumental event will further solidify Hong Kong’s reputation as a thriving economic and cultural hub, asserting its position as one of the world’s foremost fashion capitals.
Other fashionable and cultural highlights that have previously graced K11 Victoria Dockside and K11 MUSEA include the Festival de Cannes Film Week in 2019—a celebration of creativity, culture and cinema—brought to Hong Kong by Pierre Lescure, President of the Festival de Cannes, and Thierry Frémaux, General Delegate of Festival de Cannes and Adrian Cheng.
Then, in 2021, an exhibit named ‘Savoir-Faire: The Mastery of Craft in Fashion,’ co-curated by Carine Roitfeld and Adrian Cheng, explored the outstanding craftsmanship of haute couture. The subsequent year introduced ‘The Love of Couture: Artisanship in Fashion Beyond Time’, a joint effort with the V&A Museum and acclaimed production designer Cheung Suk-ping, celebrating the ingenuity, skill, and limitless potential of couture.
Read more about K11 MUSEA here.
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