Chanel showcased its Cruise 2024-2025 collection in Hong Kong on Tuesday, captivating guests with a mix of light tweed suits, elegant diving hoods, and breezy white dresses, evoking an “underwater reverie.” Among the star-studded audience were Chanel ambassadors Penélope Cruz, K-pop sensation G-Dragon, and Hong Kong actors Chow Yun-Fat and Angela Yuen.
The fashion house hosted two runway shows at the Hong Kong Design Institute (HKDI), where attendees ascended a striking 197-foot escalator to the venue’s upper levels. The collection, designed by Virginie Viard before her departure in June, featured a variety of bold, colorful pieces. The models showcased the collection across two floors, with the eye-catching, sequined outfits contrasting beautifully against the building’s distinctive diagonal white beams.
The event also included interactive elements, such as a panel discussion, an exhibition of work by HKDI students, and a campaign teaser film starring Yuen and French actor Benjamin Voisin. The film, set against a vibrant Hong Kong backdrop, highlighted pieces from the collection.
Originally presented in Marseille, France, in May, Chanel’s decision to restage the Cruise 2024-2025 collection in Hong Kong reflects the brand’s efforts to strengthen its appeal in the Asian luxury market amid a global slowdown. The show comes less than a year after Louis Vuitton’s runway debut in Hong Kong, signaling the city’s return as a key destination in the fashion world after political and travel disruptions.
Chanel, which plans to expand its presence in China by opening more boutiques, currently has 18 fashion stores in the country, far behind competitors with 40 to 50 locations. Despite the leadership transition following Viard’s departure in June, under her direction, Chanel saw an 11% increase in operating profits, reaching $6.4 billion in 2023.