Louis Vuitton has partnered with cultural-retail development K11 Musea to hold its exclusive Men’s Pre-Fall 2024 Show for the first time in Hong Kong.

The show, scheduled to take place on November 30, will showcase Pharrell Williams’ second runway collection at K11 Victoria Dockside’s Avenue of Stars. The record producer was named as Louis Vuitton’s creative director in February, succeeding Virgil Abloh. His first collection with the house, LV Men’s SS24 collection, was showcased in Paris in June. 

“This monumental event will further solidify Hong Kong’s reputation as a thriving economic and cultural hub, and assert its position as one of the world’s foremost fashion capitals,” K11 Group said in a statement. 

The highly-anticipated event will be joined by global and regional fashion mavens and influential arbiters. 

Earlier this year, K11 Musea reported the largest footfalls since its launch, with overall sales also reaching their highest yet. Sales at K11 Musea increased by 120 per cent from pre-pandemic levels as its ‘cultural commerce’ model continues to attract high-end consumers.