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  • Written by Moe Wang


Runway shows in South Korea are trending among luxury brands. Just after Louis Vuitton held its first pre-fall 2023 runway show in Seoul on April 29th, Gucci followed in their lead.

On May 16th, Gucci unveiled its Cruise 2024 collection at the courtyard of Gyeongbokgung Palace, an iconic cultural landmark located in the center of Seoul. In celebration of the brand’s 25th year in South Korea since the opening of its first flagship store, the collection featured a mix of Korean heritage and modern fashion. From the salmon-pink, sweeping maxi skirt resembling traditional hanbok to the vividly colored, thick silk ribbon bands simulating the goreum, the show brought together everything from the oriental art and Y2K kicks, heritage and futurism, as well as the street styles of both Italy and Korea.

Models on the runway were dressed in flowing, colorful looks that reflected an experimental clash between formal wear, sports, and casual wear. Black surfing suits lined in red accents were worn under the trailing slip dress and skirts. White silk coats were matched with black square-toe boots, while sharp pencil skirts were topped with cropped, shimmering sequin gray jackets.

Delicate satin dresses and hoodies also came in such dynamic colors, from sunshine yellow to picnic green which radiated a fun Y2K sentiment. Decorated by South Korean artist Ram Han, the biomorphic motifs-like illustrations of butterflies and kitten paws were printed on the dresses and hoodies, adding a new playful element to Gucci’s characteristic high-end fashion effects of glimmers and shimmers.

The skateboarding loose and baggy fit was another highlight of the collection. Models in extra volume coats and wide-leg trousers, as well as chunky, stomper boots strutted the runway carrying skateboard-shaped bags with holographic logo prints and gleaming surfboards tucked under their arms.

The roomy fit also came in other variations like simple baby blue dress shirts that hung loose and elongated bomber jackets and hoodies that melted into dresses.

The show marked Gucci’s last collection led by its in-house design team. Starting in September, Sabato De Sarno prepares to take the new reign as the next creative director of the fashion house.


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