In a growing list of luxury brands wantign to show in Hong Kong, Chanel has now set a date to bring its Cruise 2025 collection to the vibrant city. Slated to re-show the collection in Hong Kong, continues to cement the Special Administrative Region’s return to the global stage. Recently, Hong Kong had been dealing with the aftermath caused by the cancellation of the Dior men’s Pre-Fall show in March. With the major brand pulling it, it saw confidence in the city and market drop in the week leading up to Art Basel.

Having originally shown this collection in Marseille earlier this month, Chanel’s Cruise 2025 line was presented on the rooftop of the Cité Radieuse which saw celebrities like Lily-Rose Depp, long-time friend of the house, seated front row. WWD reported that president of fashion and president of Chanel SAS, Bruno Pavlovsky, recently spoke at an event regarding Chanel’s return to the market. Having just come back from a trip to China, he states that sales in China have been growing and is on an upward trend. He stopped over in Hong Kong during the trip as well, “Our business is excellent, we have important projects. Hong Kong will remain a very important center of activity for us in China.” The repeat show is in the East Asian region is not a new strategy, as Chanel held its repeat cruise show last year in Shenzhen, which shares a border with Hong Kong.

This comes at a time where the local Hong Kong goverment and the Culture, Sports and Tourism Bureau have been openly spending on and investing in experiences that bring international attention back to the city. The Cruise 2025 show in Hong Kong is slated for November 5.

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