Seoul, Korea (Global News)_With the soundtrack of the Oscar-winning Korean movie Parasite in the background, the beating of traditional drums, and some amazing lighting artistry, Gucci unveiled its Cruise Collection 2024 in one of Korea’s oldest palaces, the fourteenth-century Gyeongbokgung Palace. A phalanx of models walked the courtyard and among the ancient pillars and corridors of the main hall of the ornate palace in a collection of futuristic streetwear, blending Korean heritage with the contemporary and a touch of pizzazz.
Gucci has been having some brand woes in recent years and this was a strategic move to promote the brand among Korea’s wealthy, a large cache of luxury-seeking fashion-conscious customers. Eight years after it held its last show in Korea, the brand which is owned by Kering SA, which also owns the Yves Saint Laurent, Balenciaga, and Bottega Veneta brands, mixed the old and the new to present 21st-century luxury at its finest at the 14th-century palace.
The looks ranged from models in surfing suits or carrying skateboard-shaped bags, wide-leg trousers with slits at the knees, coated belts and loose t-shirts, maxi skirts coupled with sports jackets and coats carrying borrowed details from Korean clothing, including oversized bows and Chima skirts. Detachable sleeves held aloft the Gucci monogram, wetsuits were paired with long skirts, and horse-riding pants matched with sports shoes.
Every texture from wool to neoprene, chiffon, and leather walked the ramp, while prints created by artist Ram Han who has collaborated with K-pop stars like Red Velvet, wove the canvas for the collection of dresses and tops. Add the accouterments of heavy embroidery and oversized chain necklaces and the expression brought in that ubiquitous touch of avant-garde Korea.
This first-of-its-kind event which had the chutzpah of Gucci’s signature codes in the spotlight even though it blended in Korean-inspired aesthetics, honored the strong ties the brand had with Korea, which was mooted with the launch of its flagship store in Seoul.
