Gucci, under the ownership of Kering SA, made a triumphant return to Seoul, hosting an extravagant fashion show within the grandeur of Gyeongbokgung Palace, seizing the opportunity to tap into South Korea’s flourishing cultural influence and allure luxury-seeking consumers in the vital Asian market.
The awe-inspiring evening event transformed the 14th-century Seoul Palace into a stunning runway, where the vibrant fusion of Korean traditions and modern fashion unfolded. Models paraded through the palace’s ancient corridors, adorned in a combination of streetwear and sportswear, showcasing surf-inspired suits and skateboard-shaped bags against the backdrop of majestic pillars.
The collection featured wide-leg trousers with knee slits, belted coats, and loosely hanging T-shirts, effortlessly blending the timeless allure of the palace’s heritage with contemporary style. As a captivating finale, the show resonated with the resounding melodies of the Academy Award-winning South Korean movie “Parasite.”
Originally intended for affluent clientele on winter cruises or yacht getaways, Gucci’s cruise collection is an exquisite addition to its seasonal lines, crafted by expert stylists. This exceptional event marked the first-ever fashion show held within the courtyard of Gyeongbokgung Palace, following Gucci’s previous plans that were thwarted by the tragic Halloween incident in Seoul, which claimed the lives of 159 people.
The illustrious event witnessed the presence of prominent celebrities, including Hanni, a member of the K-pop girl band NewJeans and recently appointed Gucci brand ambassador. Joining her were renowned figures such as “Squid Game” star Lee Jung-jae, rapper Jay Park, and actress Elizabeth Olsen, adding to the allure and prestige of the show.
Gyeongbokgung Palace, a cherished national treasure built in 1395 during Korea’s Joseon dynasty, provided the perfect backdrop for Gucci’s visionary collection. By selecting this iconic landmark, Gucci solidified its commitment to presenting its creations against awe-inspiring cultural backdrops.
Following a dip in sales compared to its competitors, Gucci bid farewell to its star designer Alessandro Michele last November. The brand eagerly anticipates the arrival of its new creative director, Sabato De Sarno, later this year, as it strives to regain its position as a trailblazer in the fashion industry.
In conclusion, Gucci’s Seoul Palace fashion show exemplified the convergence of heritage and modernity, captivating South Korea’s affluent elite and establishing a renewed connection with the dynamic Asian market. By masterfully blending traditional Korean influences with cutting-edge fashion, Gucci continues to redefine elegance and style for its discerning clientele worldwide.