Louis Vuitton will replicate its SS23 show in China

Following a practice now increasingly common among fashion brands, Louis Vuitton will also bring its latest show to China and to be precise to the coast of Aranya, a resort of more than two hundred hectares about two hours from Beijing frequented by the country's business elites. The SS23 collection is the one created by Louis Vuitton's design studio in the interregnum phase after the untimely death of Virgil Abloh and before the appointment of the new creative director expected for the new season. This show will be the second time Louis Vuitton menswear will be shown in China after the August 2020 show on Shanghai's West Bund directed by Virgil Abloh. The livestream of that show generated more than 100 million views worldwide, which according to Michael Burke, CEO of the brand, translated into strong sales and pre-order results in the region. Also according to Burke, Chinese customers spend 10 times more after a spin-off show like the one for Nicolas Ghesquière's women's collection that brought 21 new looks and three bags to the runway.

Prada had also organized a similar repeat of its FW22 show in August, and it appears that such occasions will continue to increase in the future. In addition to impressive occasions like this show (which will also include cultural programming with screenings and exhibitions) brands are also experimenting with new formats for their VICs. In fact, according to the social commerce platform Xiaohongshu, Vuitton organized five different "private" shows for a select few of its clientele in the cities of Beijing, Hangzhou, Chengdu, Guangzhou, and Dalian where top clients were able to observe the looks and place their orders while sipping champagne, as told by WWD.