Steve Barth
LOUIS VUITTON HOLDS FIRST EVER PRE-FALL FASHION SHOW ON A BRIDGE IN SEOUL
Louis Vuitton, the leading fashion brand of luxury conglomerate LVMH, held its first-ever pre-fall fashion show on the Jamsu Bridge in Seoul, South Korea. The runway was set up on the lower level of the double-decker bridge that spans the Han River, which was closed for 24 hours for the show. The event was bathed in blue shadows, and models strutting down the 795-meter bridge were dressed in sporty designs with geometric patterns by artistic director Nicolas Ghesquière. The clothes include chunky-heeled shoes, slick windbreakers, flared miniskirts, and striped suits. The show was accompanied by Korean traditional music mixed with contemporary pieces. South Koreans are the world’s biggest spenders per capita on personal luxury goods, according to analysts at Morgan Stanley, with an average spending of $325 per year.
YOUTH APPEAL THROUGH K-POP AMBASSADORS
Louis Vuitton is one of the European luxury houses that have tapped into the global popularity and youth appeal of K-pop stars. The fashion house has named K-pop stars as ambassadors who wear and promote their clothes and accessories. This strategy aims to resonate with the predominantly young audience of K-pop fans worldwide. Other luxury brands like Dior and Valentino have also named K-pop stars as their brand ambassadors.
NETFLIX’S SQUID GAME CREATOR AND DIRECTOR PARTICIPATES IN SHOW SCENOGRAPHY
Hwang Dong-hyuk, the creator and director of the 2021 Netflix hit drama “Squid Game,” participated in the scenography of the Louis Vuitton pre-fall fashion show. The director’s participation is part of the fashion house’s collaboration with the entertainment industry. The fashion industry has always found inspiration and partnership opportunities in the entertainment industry, whether in music, movies, or TV dramas.
SPORTY DESIGNS WITH GEOMETRIC PATTERNS FOR PRE-FALL 2023
The Louis Vuitton pre-fall 2023 collection showcased sporty designs with geometric patterns, a departure from the brand’s signature monogram or floral prints. The clothes are fitted, and some featured chunky sneakers and sandals. Patterns include swirling lines, checks, and stripes. Nicolas Ghesquière, the artistic director of women’s collections at Louis Vuitton, is known for his innovative designs that blend bold shapes and patterns.
SEOUL, A LEADING LUXURY MARKET
Seoul is one of the leading luxury markets globally, with a growing number of wealthy and fashion-conscious consumers. Louis Vuitton’s decision to hold its pre-fall 2023 fashion show in South Korea’s capital signals the brand’s expansion strategy in Asia, where luxury spending is on the rise. Asia now accounts for almost half of the world’s luxury goods sales, according to Bain & Company’s annual report. They also project that the growth momentum will continue in the coming years, led by China and South Korea.
IN CONCLUSION
Louis Vuitton’s first-ever pre-fall fashion show on the Jamsu Bridge in Seoul showcased sporty designs with geometric patterns. The show also featured K-pop ambassadors and the creator and director of “Squid Game.” The choice of Seoul as the show’s location highlights the growing importance of Asia’s luxury market, where South Korea is among the top spenders per capita. By tapping into the global popularity of K-pop and partnering with the entertainment industry, Louis Vuitton hopes to appeal to the predominantly young audience of fashion enthusiasts globally.
