Gucci Cruise 2024: Korean fashion spirit in Gucci's new era crossover

Leggings, biker shorts, bouclé skirts, otgoreum bows… What did Gucci bring to Seoul in its latest collection?

Gucci Cruise 2024: Korean fashion spirit in Gucci’s new era crossover

Since its first construction in 1395, Gyeongbokgung Palace in Seoul has been the residence of Korean royalty (mainly members of the Joseon Dynasty in the 15th and 16th centuries) and a focal point of architecture. and art, not to mention a living symbol of the capital’s history. The light is focusing on Canh Phuc Palace – where Gucci brought the Cruise 2024 collection to the catwalk.

This is like a strange turning point of fate. Seoul is considered the “darling” of the fashion world that once slept in the shadows of neighboring countries like Tokyo or Shanghai. By now, the West understands the importance of this market, which produces K-pop stars, screen stars, and trendsetters and reshapes international fashion.

The idea of a fashion show at the Royal Palace of Korea has raised many eyebrows. Any Korean citizen must have visited this place hundreds of times, escorting foreign guests or simply watching the cherry blossoms bloom. This is also the filming destination for film crews, MV filming, or advertising campaigns.

There is no denying that Seoul has many unique places and contexts. However, when you see the palace lit up with thousands of lampposts at dusk, the pine-covered mountains gradually appear, and the violin hums the melodious tune from Park Chan’s movie “Old Boy” -Wook, I understand what Gucci is doing.

The front row was filled with top K-biz stars such as IU, Hanni (NewJeans), Shin Min Ah, and international faces like Dakota Johnson, Elizabeth Olsen, Saoirse Ronan… Son Tung M-TP, who had just “risen” organization” brand friend of Gucci, is the representative of Vietnam to attend this show.

So what did Gucci bring to Seoul? Model Sora Choi opened the show in a long black padded jacket with contrasting red lining, worn over jeans, holding a baguette clutch bag. It can be seen that Gucci offers a mix of casual streetwear and sportswear: biker pants paired with a “Ladies-who-lunch” jacket (referring to upper-class women). cropped to show off her hips, or a light pink chiffon dress with layered ruffles fluttering in flight over a black diving suit.

The Gucci Cruise Show 2024 is the last show in charge of the brand’s design team before new Creative Director Sabato De Sarno takes the helm. Because of that, the collection also brings a cross between the nostalgia of the previous Creative Director and the new enthusiasm of the youth. Young people of Seoul can be seen in long dresses, low-rise pants, cargo maxi skirts, and countless accessories.

Subtle references to local street style are evident in the Gyeongbokgung detail emblazoned on the back of the t-shirt. Traditional Korean elements are also interwoven throughout the collection subtly as a “thank you” to this city. Karren Elson’s lilac purple sateen jacket is “sealed” with a red bow like the detail on a traditional Korean jeogori jacket,