Gucci made its way to the futuristic city of Seoul which played host to Italian fashion house’s Cruise 2024 fashion show, a captivating nod to the brand’s evocative looks of the late 1990s, with a few ultra-modern accents.
Commemorating the 25th anniversary of the luxury brand’s first store in the South Korean Capital, the show and collection was a love letter to the pop-cultural hub, and a confirmation of the nation’s status as a fashion capital.
The ceremonial 2024 cruise collection showcase saw the ceremonial courtyard of the 14th century Gyeongbokgung Palace transform into a dazzling display of stars, including actors Dakota Johnson, Elizabeth Olsen, Saoirse Ronan, Jodie Turner-Smith and model Liu Wen, as well as local celebrities, performer Bibi, figure skater Cha Jun-Hwan, director Park Chan-Wook and actors Jung Kyung-Ho, Lim Ji-Yeon and Kim Hye-Soo.
“The journey started in Korea 25 years ago with the opening of our first boutique in Seoul and grew throughout time,” said Gucci CEO Marco Bizzarri in a press statement. “Gyeongbokgung Palace is one of those wonders of the world that made us feel an instant connection with Korean culture and the people who created it.
The collection itself was reminiscent of looks made famous by the house of Gucci in the late 1990s with a colour palette true to the trends of the 2010s. Prim and proper pieces blended with sportswear informed by everyday life in Seoul fuelled the ‘Bourgeois streetwear’ vision. The bouclé skirt suit, silk blouse, the kitten heel with scuba wetsuits reflective of those worn by the fervent windsurfers and jet-skiers of the Han River.
The handbags and accessories on the runway intensified the expression; the leather Gucci Horsebit Chain bags appeared as though warped and narrowed in shape. Minimalist Gucci bags from the archive were re-interpreted in colourful scuba and ornamental adaptations. While a rounded rendition of the Horsebit Chain bag reemerged in iridescent shades.
The soundtrack of the collection came courtesy of Jung Jae-il, who composed the score for Squid Game, while A$AP Rocky played at the afterparty.
The collection shown in Seoul was a joint creation by the Gucci design studio. New designer and Creative Director Sabato De Sarno, will present his first collection with the house later this year
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