Over 800 guests attended the live show while gathering 270 million views via the online live stream on September 17.
On Friday, Louis Vuitton held its third spin-off show in China for its Spring/Summer 2023 collection. Although the French house hosted a runway show in Shanghai last year, the brand opted for a more action-packed showcase this time around.
Held in Qinhuangdao, on the coastal community of Aranya, the collection debuted first at Last June’s Paris Fashion Week and was celebrated through a three-day event. The location is known as a center for art, where its five-kilometer coastline holds music festivals and exhibitions. According to Vogue Business, more than 800 guests of celebrities, fashion editors, influencers, and VIP clients attended the show. Meanwhile, it gathered 270 million views via the online live stream on September 17.
For the spin-off show, Louis Vuitton expands on the concept of the magnified playground first displayed in Paris. Beyond the collection, the 168-year-old brand wanted to spread the word about Aranya’s creative community. There was a 24-hour cinema (showcasing Virgil Abloh’s videos, recent movies by Chinese directors Jia Zhang-Ke and Wei Shujun, and selected short films), yoga classes, contemporary dance performances, a beach party at sunset, and live music.
“Aranya considered an artistic community, shares an affinity with the vision of Virgil Abloh to create the varied expressions of tomorrow,” the house says in a press release. Its magnetism has grown over the past decade when city dwellers started to dream of the simplicity of rural life.” Because of this, since 2013, the area has been a place to seek enrichment through art and culture.
Images from Louis Vuitton.