1st December 2023 – (Hong Kong) Luxury brand Louis Vuitton unveiled its highly anticipated Men’s Pre-Fall 2024 collection with a grand show yesterday (November 30) at the Avenue of Stars in Tsim Sha Tsui, Hong Kong. This remarkable event marked the second collaboration between the brand and multifaceted artist Pharrell Williams since his joining in February earlier this year. The star-studded affair attracted a host of international celebrities, including South Korean heartthrob Song Joong-ki, Japanese heartthrob Sho Hirano, Stray Kids member Felix, and Hong Kong icons Aaron Kwok, Louis Koo, Hins Cheung, and the trio Anson Lo, Edan Lui, and Ian Chan from the popular group MIRROR.
The official website of Louis Vuitton had previously released a short film, capturing the essence of Hong Kong’s iconic architecture and landmarks as the backdrop. The film followed model Jon Ayden Wong as he wandered through the city’s streets, showcasing the charm and familiarity of Hong Kong through the lens. Chosen by the brand for this significant role, 22-year-old Jon Ayden, a Hong Kong native, is in his final year studying biomedical sciences at the University of Hong Kong. He is also affiliated with Cool Style, a talent agency in Hong Kong. Reflecting on his selection, Jon expressed his deep honour and disbelief, stating, “I feel incredibly privileged to have been chosen for this short film. When I found out, it was truly unbelievable. On the day of the shoot, we explored Central, Tsim Sha Tsui waterfront, and even took a taxi to tour the island. I believe what sets Hong Kong apart is its diversity—its architecture, nightlife, mountains, and beaches.”