Shanghai’s shipyard repair docks were transformed on Wednesday evening, adorned with more than one thousand chandeliers to serve as the backdrop for the latest outing of Louis Vuitton’s Spring/Summer 2022 collection.
A nod to Louis Vuitton’s heritage of travel and Shanghai’s history as a crucial trade port, the brand’s debut in Shanghai had its own unique adaptation to the country with its location next to the Huangpu River.
On top of the 43 looks originally shown in Paris, an additional 19 were designed by Nicolas Ghesquière for the Shanghai show. Louis Vuitton’s creative director wasn’t in attendance but sent a recording of his best wishes to the crowd of celebrities, media, and Louis Vuitton’s top-spending local clients in attendance. To celebrate the 200th birthday of the legendary designer, elaborately embellished 19th century styled dresses complemented the ornately decked-out interiors. Finely beaded headpieces and art nouveau sunglasses decorated the models.
Viewers were not only limited to those in attendance at the docks. In total, around 1,000 people were at the show by the banks of the Huangpu River, with house ambassadors Liu Yifei and Zhou Dongyu (who was announced as the house ambassador by Louis Vuitton the day of the show), alongside other celebrity attendees, including Dilraba Dilmurat, Zhang Ziyi and Ouyang Nana driving social engagement.
However, according to the brand, live streams of the show, which were created by Chinese supermodel Ju Xiaowen and simultaneously broadcast on platforms Weibo, WeChat, Tencent Video, Douyin, Kuaishou, and OTT, were viewed 158 million times. At the time of writing, the campaign hashtag #LVSS22WomenswearShow has more than 500 million views. China has long been known for its technologically savvy methods of appreciating luxury, and this show was no exception.
by Samantha Wong