QINHUANGDAO, China — For its men’s spin-off show in China, Louis Vuitton transformed Aranya, a seaside resort town in Northern China, into a larger-than-life playground.
The spectacle, livestreamed on eight platforms, including Weibo, Douyin, Kuaishou and for the first time on Dewu, China’s own StockX, attracted more than 278 million viewers online.
Building on the “magnified playground” concept introduced during the brand’s Paris men’s show last June, Louis Vuitton swapped a magnified toy racetrack with a blown-up sandscape that took more than two weeks to construct.
Louis Vuitton became the first luxury brand to host a fashion show at Aranya. Valentino will follow suit, taking over Aranya with art installations and a pop-up store to celebrate its Pink PP collection next week.
With strict COVID-19-related screening rules and frequent mass-testing requirements, arriving at Aranya was a feat in itself. The show was closely inspected by local authorities up until minutes
