top of page
  • Written by Moe Wang


Staged on Seoul’s iconic Jamsugyo Bridge, Louis Vuitton’s pre-fall 2023 runway show on April 29th, fully highlighted the K-culture wave while continuing to celebrate the brand’s distinctive silhouettes. K-culture has been making its presence felt globally in areas from K-pop music to trending films on Netflix. As many luxury houses eye South Korea as their next potential market, Louis Vuitton rode on this rising K-culture wave as it held its first-ever pre-fall collection in Seoul with help from “Squid Game” director, Hwang Dong-hyuk, to stage and design an immersive set. As Jamsugyo Bridge gets bathed in a deep water blue light projection, enveloping the stage in an underwater-like world, HoYeon Jung, the “Squid Game” actress, opened up the runway show. Jung rocked the first look wearing a Persian blue windbreaker with oversized sleeves, decorated in orange and black accents. Models dressed in leisure aesthetic looks, from windbreakers to halter jumpsuits, in loud colors of blue, yellow, and red. The Maison’s vintage aesthetics and signature motifs were also highlighted in the following looks as models dressed in muted cream-colored blazers, black and white puffer jackets, or floor-length linen skirts in bohemian accents. Black leather garments were showcased as bodysuits or knee-slit skirts, hinting at a futuristic-inspired element of the collection. Details of flower motifs on silver belts, as well as mini bags printed in Louis Vuitton’s signature monogram embodied both the brand’s whimsical and structured variations. The night’s wind also created an unexpected effect on the show where the models walked with their hair flying and the garments of the look fluttered in the wind naturally. Celebrities representing the pop icons in current Asia culture were seen at the show, including the K-pop group Le Sserafim, Lee Felix of the boy band Stray Kids, the Japanese actress Kōki, and Kim Mingyu of the boy band Seventeen. Louis Vuitton’s first pre-fall runway show closed its night as Le Sserafim and Jaden Smith later performed on the stage.


bottom of page