Gucci?s Cruise 2024 collection blurs the lines between the past and present, exploring its archives through the lens of the Hallyu and its roots on the storied grounds of Seoul?s Gyeongbokgung Palace.
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When you run out of new locations to show at, you return to the very old. Cue Gucci and its Cruise 2024 collection ? in a first for the 628-year-old heritage establishment, Gucci?s last collection by its in-House designers (before the arrival of Sabato De Sarno) showed in the courtyard of the iconic Gyeongbokgung Palace in Seoul. With this transitional season still in tow, the Italian House?s reprised focus on archival silhouettes stood out as the perfect opportunity for Gucci to immerse itself in the sense and sensibilities of Hallyu and its roots ? what is arguably fashion, luxury and global culture?s leading source of influence, at present.
There?s almost no need to prove the importance of the Korean market in this industry when Gucci?s debut runway in Seoul was only months behind Dior and Louis Vuitton?s own first shows. In fact, Gucci would have been the second on this list had previous creative director Alessandro Michele?s Cosmogenie Collection showed in Seoul last October. The history between the brand and country started in 1998, when the House opened its first flagship in the country almost exactly 25 years ago from this show. But it wasn?t until they appointed EXO member K...