Dior has decided to delay a highly anticipated fashion show initially planned for next month in Hong Kong, as confirmed by a city official on Saturday, February 24th. This decision represents a setback for Hong Kong’s efforts to rejuvenate its economy by hosting large-scale events, following a period marked by social upheavals and stringent pandemic-related restrictions.
In a bid to revitalize its global standing, Hong Kong has been actively attracting renowned international figures and prestigious brands. The Dior event, which was to showcase Kim Jones as the artistic director along with the men’s autumn collection, was highlighted as a key attraction in the city’s agenda to establish itself as a premier destination for major events. This initiative was emphasized last month by Kevin Yeung, the city’s secretary for culture, sports, and tourism.
However, Yeung’s office disclosed to AFP that the organizers had recently informed them of the decision to postpone the March 23rd fashion show. While such postponements of large-scale events are not uncommon, the city remains open to hosting significant gatherings, as noted by a spokesperson from Yeung’s office.
Dior, in a statement referenced by the South China Morning Post, mentioned that the fashion show has been “indefinitely postponed,” although no specific reasons were provided. The South China Morning Post also suggested that Dior’s management might have postponed the event due to economic uncertainties in China.
The fashion show by the esteemed French luxury brand was anticipated to incur expenses around HK$100 million (approximately US$12.8 million) and attract close to 1,000 participants.
In contrast, Louis Vuitton successfully conducted its men’s pre-fall 2024 show in Hong Kong last November. The event, led by creative director Pharrell Williams, welcomed a plethora of celebrities from China and South Korea, boosting Hong Kong’s international profile and signaling the luxury brand’s dedication to the Asian markets.
This move by Dior comes at a time when LVMH, the conglomerate that owns both Dior and Louis Vuitton, reported record-breaking sales and profits for 2023. Despite this success, the company experienced a slowdown in growth during the latter half of the year, reflecting the complex dynamics at play in the global luxury goods market.
Hong Kong’s ambition to be a hub for major events and to restore its image on the world stage faces challenges, as demonstrated by Dior’s recent decision. The city continues to navigate the delicate balance between attracting high-profile events and addressing the broader economic and social factors influencing such decisions.
