In the midst of the gap between the departure of former creative director Alessandro Michele and the commencement of Sabato De Sarno’s tenure, Gucci presented its 2024 Cruise collection at the historic Gyeonbokgung Palace in Seoul, South Korea. The new collection was inspired by the country’s rich heritage with a mix of both traditional and modern touches that the Gucci creative team brilliantly honed.
The brand’s show at the iconic site was a referential amalgam of aesthetics that paid tribute to the country’s multicultural style. The collection showcased signature design touchpoints and clever nods to South Korea’s fashion, resulting in a unique and dynamic assortment.
The show started with a stylish floor-length bomber coat coupled with vamped-up Horsebit accessories and paid homage to the street style that has inspired the Korean fashion industry.
Throughout the show, the brand’s love for the country’s culture was evident. The brand successfully blended different Korean-inspired styles in the collection, with famous supermodel Karen Elson wearing a sorbet coat that fastened with a traditional Jeogori style bow. The house also included a striking chartreuse gown with a pink jello print by local artist Ram Han, celebrating the country’s rich and vibrant aesthetic.
Athleisure and streetwear played a prominent role in the collection featuring skateboards, surfboards, and plenty of neoprene. A highlight of the show was a throwback to the brand’s past with a revamped iteration of lilac embellished trousers that Madonna wore at the 1999 Grammys. The design was originally created by Tom Ford, during his tenure at the house.
The front row of the show was filled with international celebrities such as ambassador Dakota Johnson, Elizabeth Olsen, and Saoirse Ronan, as well as domestic stars like NewJeans’s Hanni and IU, Lee Jung-jae. The brand’s creative team also amply cut their cloth by spotlighting the Korean culture with an offering of Hanbok-inspired jackets and cropped high-waisted pants.
The finale featured a simple oversized coat instead of the usual glitzy gowns, bidding a warm farewell to one chapter and clearing the way for the next. Gucci’s show was a significant event that reaffirmed Seoul’s position as a hub for high fashion. The presentation cemented the South Korean capital’s reputation for being a home of high fashion – with luxury buying reportedly skyrocketing in the city over the past year – compared to other areas where slumps have hit hard.
Furthermore, designers have flocked to South Korea to stake their claim, with Louis Vuitton recently showing their Pre-Fall 2023 show at the iconic Jamsugyo Bridge earlier this month.
With events such as these and the launch of Gucci’s 2024 Cruise collection, Seoul seems well on its way to becoming a global fashion capital. Gucci’s new era will definitely bring new and exciting creative directions in fashion.
