Hong Kong will remember the night of November 5 for a long time. It was on this evening that the Hong Kong Design Institute played host to Chanel’s Cruise collection 2024/25, drawing a constellation of celebrities including G-Dragon, Penelope Cruz, Chow Yun-fat, Carina Lau and Fala Chen to the red carpet. Though technically a replica of the Marseille show, Bruno Pavlovsky, Chanel’s president of fashion, had promised a unique experience that would distinguish itself from the collection’s French debut—and he delivered fully on this promise.
“The term ‘replica show’ may not fully capture the essence of these presentations,” said Pavlovsky, minutes before the show started. “Because it’s not entirely a reproduction—while the collection you see is the same, everything else is different.”
Bruno Pavlovsky, president of fashion at Chanel (Photo: courtesy of Chanel)
This turned out to be certainly true. While the original show featured the National Ballet of Marseille performing (La)Horde’s choreography at historic landmarks, Hong Kong’s interpretation took a cinematic turn. Modern Flirt, a film directed by French filmmaker Audrey Diwan and starring Angela Yuen and Benjamin Voisin, was showcased at the event and it created an artistic dialogue between Hong Kong and Chanel’s creative universe.
Ahead of the show, Chanel also sparked a cultural dialogue through a panel discussion with Bruno Pavlovsky, brand ambassadors, friends of the House, creative talents, where students from eight local universities/institutions attended.
“I believe this collaboration extends far beyond just a few days.” Pavlovsky shares, “The show and exhibition serve as a foundation for establishing enduring ties with the HKDI. We invested considerable time in selecting the students. We have similar programmes with various universities worldwide. This opens a dialogue with the design institute about future possibilities. It’s a meaningful way for our brand to engage with these talented young students.”
Penélope Cruz and G-Dragon at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
Chow Yun-fat at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
Carina Lau at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
Stephan Fung at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
Siobhan Haughey at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
Chen Bo-lin at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
Fala Chen at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
G-Dragon at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
Hins Cheung at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
Whitney Peak at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
Blue Pongtiwat Tangwancharoen at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
Angela Yuen at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
Angèle at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
Wing Shya at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
Wong Chi-chung at the Chanel Cruise show in Hong Kong (Photo: courtesy of Chanel)
“I have always been a fan of Hong Kong,” Pavlovsky remarked with a smile, reflecting on Chanel’s longstanding relationship with the city. The maison’s presence in Hong Kong dates back to 1979, when it opened its first boutique at The Peninsula Hong Kong in Tsim Sha Tsui. Among its significant moments in the city was the presentation of its spring-summer 2006 haute couture collection at Shaw Studios in Tseung Kwan O.
In 2008, Chanel further strengthened its cultural ties with Hong Kong through the Chanel Mobile Art exhibition in Central, where renowned contemporary artists were invited to interpret the house’s iconic quilted handbag.
“Hong Kong holds immense strategic importance. We have a strong base of loyal local clients who consistently visit our boutiques here. We’ve built incredible partnerships with The Peninsula, Prince’s Building and others. At Chanel, loyalty is very important and nurturing these partnerships remains crucial. Fashion shows always present opportunities to explore new collaborations. To me, Hong Kong has always been full of vitality. We’ve been eager to return to Hong Kong, to create positive energy and momentum for both Chanel and the city.”
And this positive energy was palpable, not only among the fashionable set who attended the show but also across the whole city. This collective excitement is particularly meaningful against the backdrop of current economic challenges facing Hong Kong and much of the world—a bright spot of optimism for concerned business leaders.
A still from “Modern Flirt” directed by French filmmaker Audrey Diwan, starring Angela Yuen and Benjamin Voisin (Photo: courtesy of Chanel)
“I am absolutely optimistic about the future of Hong Kong and the Greater Bay Area,” says Pavlovsky, without a hint of hesitation. “Following our successful show in Shenzhen last year, and now this presentation…These fashion shows represent significant investments and we wouldn’t make them without strong conviction in these cities’ futures.”
Pavlovsky’s strategy for navigating challenges is clear: expand physical presence and elevate service. “While we acknowledge e-commerce’s convenience, we firmly believe that for products at our price points, the physical experience remains essential. The ability to feel, touch and ask questions creates a 360-degree experience. Customers should leave our boutiques with joy, having fully immersed themselves in Chanel’s creativity.”
Standing out as one of the few luxury houses maintaining sales momentum in today’s market, Pavlovsky reflects on his proven strategy. “We’re facing changing times, but this isn’t the first time, nor will it be the last, and I remain very optimistic. While times are challenging, they’re also the most interesting. These moments demand closer customer engagement and better listening. Business fluctuates—we’ve seen remarkable ups and downs over the past three years. Our focus remains on keeping the brand attractive, meaningful and emotionally resonant. When we achieve this, customer engagement naturally follows.”
Thai actress Chutimon walked the runway at Chanel’s 2024/25 Cruise show (Image courtesy of Chanel)
Chanel Cruise Collection 2024/25 (Photo: courtesy of Chanel)
Chanel Cruise Collection 2024/25 (Photo: courtesy of Chanel)
Chanel Cruise Collection 2024/25 (Photo: courtesy of Chanel)
Chanel Cruise Collection 2024/25 (Photo: courtesy of Chanel)
Chanel Cruise Collection 2024/25 (Photo: courtesy of Chanel)
Chanel Cruise Collection 2024/25 (Photo: courtesy of Chanel)
Chanel Cruise Collection 2024/25 (Photo: courtesy of Chanel)
Chanel Cruise Collection 2024/25 (Photo: courtesy of Chanel)
Chanel Cruise Collection 2024/25 (Photo: courtesy of Chanel)
Chanel Cruise Collection 2024/25 (Photo: courtesy of Chanel)
Chanel Cruise Collection 2024/25 (Photo: courtesy of Chanel)
Chanel Cruise Collection 2024/25 (Photo: courtesy of Chanel)
Undoubtedly, a fashion show of this scale, presented across different cities, stands as one of the most effective ways to establish a physical presence and forge meaningful connections. “I see each new event, every show at home or abroad, as a blank canvas. Our challenge is to fill this emptiness with meaningful elements that shape our future. By collaborating with teams worldwide, the brand gains better insight into local dynamics and customer behaviours, enabling us to create truly significant work.”
While external uncertainties persist, internal speculation swirls around the future creative leadership of the storied fashion house. “I can only tell you, it will not be any names that the press had been guessing,” Pavlovsky reveals, contemplating the qualities required in Chanel’s next creative leader. “To truly understand Chanel, one must embrace both its heritage and its future possibilities. But above all, there must be a genuine love for the brand. Each piece is more than its physical presence—it’s a symbol. When our clients choose their Chanel pieces each morning, that choice is influenced by multiple factors: design excellence, material quality, craftsmanship and emotional connection. This emotional component is vital. We [will] look for someone who grasps this emotional depth, people who think beyond personal interest to serve the brand’s greater purpose.”
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