Dior books March 23 for its next menswear pre-fall show in Hong Kong

The house of Dior has scheduled  its next menswear pre-fall show in Hong Kong to be staged on Saturday, March 23, tapping into youth festivals and art salons in the Chinese city.

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“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,” the Paris-based house said, finally releasing the show’s exact date.
 
The show is carefully timed to happen smack in the middle of ComplexCon Hong Kong, the debut international edition of the LA-born celebration of all things pop culture, from streetwear and sneakers to music and food.

Dior’s Fall 2024 men’s collection by its long-standing menswear creative director Kim Jones will also be unveiled just before the next Shanghai Fashion Week, scheduled to begin on March 25.
 
Jones’ decision to show in Hong Kong is fully in synch with Dior owner LVMH’s current strategy. In late November last year, the house of Louis Vuitton staged its pre-fall menswear show in Hong Kong as well.
 
Though it suffered through the Covid pandemic, and emerged very slowly, Hong Kong still boasts 11 Dior boutiques, six of which carry menswear.
 
ComplexCon Hong Kong takes place between March 22 and 24. It is supported by the Hong Kong Special Administrative Region’s Mega Arts and Cultural Events Fund and designed as an east-meets-west extravaganza. Additionally, the Hong Kong Tourism Board is also backing the event, which will welcome attendees both domestically and internationally.
 
Dior’s menswear pre-fall will also happen close to the next three-day Art Basel Hong Kong salon which runs from March 28 to 30. Back in 2019, Jones presented pre-fall in Miami just before Art Basel Miami Beach, underlining the UK designer’s links to the art world, which has included collaborations with Kenny Scharf, Peter Doig, Kaws and Daniel Arsham.