Blending light tweed suits, stylish diving hoods and breezy white dresses in an’ underwater reverie, Chanel showcased its Cruise 2024-2025 collection in Hong Kong recently. The event attractedseveral notable guests, including brand ambassadors Penélope Cruz and K-pop star G-Dragon, as well as Hong Kong actors Chow Yun-Fat and Angela Yuen.
Designed by Virginie Viard, Artistic Director, Chanel, the showcase featured a multitude of looks that models displayed across two levels. The vivid, sequined outfits stood out against the institute’s distinctive white, diagonal beams.
The presentation was complemented by a panel discussion, an exhibition of HKDI student works, and a campaign teaser film featuring Yuen and French actor Benjamin Voisin. In the film, Yuen sported pieces from the collection set against the dynamic backdrop of Hong Kong.
Originating in the 1960s, the cruise collections are ready-to-wear ranges unveiled between the main Fall-Winter and Spring-Summer seasons, traditionally catering to affluent customers seeking warm-weather clothing during winter months.
This event marked Chanel’s first fashion show in Hong Kong since 2006, with the Cruise 2024-2025 collection having first debuted in Marseille, France, in May. Chanel’s decision to restage the show in Hong Kong reflects its strategic focus on appealing to its Asian clientele amid a challenging luxury market.
The event follows Louis Vuitton’s debut runway show in Hong Kong less than a year earlier, signaling the city’s efforts to reestablish itself as a premier global fashion destination after years of political turmoil and stringent Covid-19 travel restrictions.
Chanel plans to expand in China by increasing its number of stores. As of May, the brand operated only 18 fashion boutiques in mainland China, significantly fewer than some of its competitors, which run 40 to 50 stores, according to Reuters.
