When Louis Vuitton and their menswear director Virgil Abloh announced that they'd be taking a more seasonless approach to collections, the decision was seen as revolutionary. The LVMH-owned luxury brand, which is one of the most googled fashion brands in the world, decided to take its show on the road to Shanghai for their latest menswear collection. It appears that their new approach has worked in their favor. The menswear show held in China on Thursday drew large audiences on social apps including 68 million viewers on WeBo, 18 million on Douyin, 8 million on Tencent, and 1 million on OOH. The show was closed by a performance from Chinese actor and singer Kris Wu. In addition to the viewership on Chinese social media channels, the show also garnered 3.3 million viewers on Instagram, 1.6 million on Twitter, 335,00 on Facebook, 84,000 on the Louis Vuitton website.