It’s no secret that Western luxury giants have prioritized the Chinese market. Recently, French brand Louis Vuitton took this courtship even further by hosting a full-fledged, three-day runway show at a beachside venue two hours away from Beijing by train.
Charming yet segregated, Aranya, an artsy coastal community in the northern city of Qinhuangdao, served as the venue for the China launch of the luxury brand’s men’s spring/summer 2023 collection. The event attracted more than 800 guests from September 16 to 18.
Monumental sculptures resembling sandcastles were a highlight of the fashion show, which, according to the brand, “expands on the idea of a magnified playground, where a vast sandbox becomes an invitation for childlike constructs of the imagination.”
While many have worried that Louis Vuitton’s menswear would face a creative impasse after former creative director Virgil Abloh’s untimely demise in late 2021, the new collection is every bit as memorable as the beachside location; think flowing silhouettes, pastel colors, and imaginative coats and blazers.
Although the collection debuted in Paris last June, an additional 10 looks designed specifically for Chinese audiences were showcased in Aranya.
The French luxury powerhouse looked to Chinese directors Jia Zhangke and Wei Shujun to ‘localize’ the feel and narrative of the runway show.
Unlike most catwalk events, the whole shebang lasted three days and involved live music, film screenings, and parties.
To grab the attention of Chinese Zoomers, organizers carefully curated the guest list to include influential personalities. Most everyone, from mainstream celebs like Gong Jun and Dylan Wang to local skateboarding legends from Shanghai label Avenue & Son, sported LV looks.
The plan has proven successful, and a related hashtag has gained over 210 million views on Weibo, China’s top microblogging platform. According to Vogue Business, a livestreamed recording of the show has amassed more than 270 million views on several Chinese platforms.
Cover image via Weibo
