A few weeks ago, purveyors of style and fashion editors the world over were informed that Dior would host its men’s pre-autumn runway show in Hong Kong in the “first quarter of 2024.” Well, we finally have a date—set your countdown clock to 23 March.

“During the first semester of 2024, the house will reveal, in Hong Kong, the [autumn] 2024 men’s collection dreamed up by Kim Jones,” the brand said in an official statement. “After Tokyo, Miami, London, Los Angeles, and Cairo, this destination once again celebrates the artistic director’s passion for travel and world cultures—so dear to Monsieur Dior.”

While no official confirmation has been leaked to the press on the exact location of the forthcoming show, according to whispers in fashion circles, it could take place anywhere in the city with a jaw-dropping wow factor fit for international coverage and reception—M+, the Hong Kong Palace Museum, Shaw Studios, or even K11 Musea come to mind (Louis Vuitton took over the Avenue of Stars promenade last November and showed glittering Hong Kong and its glamorous denizens in fine light). After all, for an operation of this size and scale, you need expansive space for the show itself and its equally important guest list.

Nearby, Shanghai Fashion Week is set to kick off on 25 March. Louis Vuitton is due to showcase its latest collection in Shanghai and other white-glove brands have earmarked events in the region. As we go to publish, Tiffany & Co. is opening its new store in Pacific Place, Brunello Cucinelli has an upcoming event that’s been whispered about since December, and we look forward to Hermès’s annual invites, be it in store or location.

Luxurious destination shows hosted by the most successful brands do exceedingly well, both financially and in regard to brand equity. Jing Daily writes that global publicity and the development of new markets filled with potential buyers can be harnessed as a tool for cultural diplomacy. When Asia makes up a significant percentage of annual sales and profit, attention must be paid. In 2023, major fashion shows, parties, and store openings were held in South Korea. P&L reports indicate correlation and causation; in the regulatory filing of LVMH, Louis Vuitton Korea clocked US$317 million (HK$2.4 billion) in sales as operating profit rose 38.3 per cent, while Christian Dior Couture Korea’s profit also ballooned to over 50 per cent to US$184 million (HK$1.4 billion), according to Inside Retail. 

According to a report by Reuters, LVMH revenue “rose by 17 per cent in the second quarter, with a sharp rebound in China helping to offset a decline in the United States, where inflation and economic turbulence have dented demand for high-end goods.” Overall, the numbers were better than expected: the company took home 21.2 billion euros (HK$180.8 billion).

As the crown jewels of LVMH, both Dior and Louis Vuitton’s focus on Hong Kong reflects the tacit confidence the luxury behemoths have in the regional market, dotted with UHNWIs who shop till they drop when it comes to verified and trusted luxury brands.

Dior’s men’s pre-autumn 2024 collection will arrive in 6 Hong Kong boutiques in May 2024.