LOUIS VUITTON’S FIRST EVER PRE-FALL FASHION SHOW ON SEOUL’S JAMSU BRIDGE
Louis Vuitton, the top fashion brand of LVMH, held its first-ever pre-fall fashion show on the Jamsu Bridge in Seoul, South Korea, on Saturday. The bridge was made into a runway that was bathed in blue shadows and featured fitted, sporty designs with geometric patterns designed by Nicolas Ghesquière. The models wore chunky-heeled shoes, slick windbreakers, flared miniskirts, and striped suits as they strutted across the 2,608-foot bridge. Korean traditional music mixed with contemporary pieces to set the background. The show featured creator and director of Netflix hit drama “Squid Game,” Hwang Dong-hyuk, in the show scenography. Louis Vuitton, like other European luxury houses, has sought to tap into the global popularity and youth appeal of K-pop stars by naming them as ambassadors who wear and promote their clothes, making South Koreans the world’s biggest spenders per capita on personal luxury goods.
LVMH CHAIRMAN PIETRO BECCARI STEPPING UP?
The pre-fall fashion show was one of the highest-profile events since chairman and CEO Pietro Beccari started at Louis Vuitton earlier this year. By selecting the Jamsu bridge as the venue, Beccari aimed to enhance the brand’s presence in Seoul, a leading luxury market.
A GLOBAL POPULARITY OF THE KOREAN WAVE
The Korean wave, or Hallyu, has been sweeping the world with Korean pop culture. Louis Vuitton, along with other European luxury brands such as Dior and Valentino, has sought to tap into this popularity by naming K-pop stars as brand ambassadors. By participating in the fashion show, Hwang Dong-hyuk showed his support for high-end fashion brands, enhancing the image of luxury and high-end fashion in Korea.
SOUTH KOREANS AS THE BIGGEST PER CAPITA SPENDERS ON LUXURY GOODS
South Korea has become the world’s biggest spender on luxury goods per capita, according to Morgan Stanley analysts, who say the average South Korean spends $325 a year on personal luxury goods. The country is one of the most important markets for luxury goods, along with China and the United States.
THE INFLUENCE OF TECHNOLOGY ON FASHION
The use of the Jamsu bridge as a runway showed how technology has been influencing fashion in recent times. The bridge has become a popular setting for Seoul’s tech industry, with cable television and internet lines running underneath it, making it the perfect setting to showcase Louis Vuitton’s digital breakthroughs in fashion.
In conclusion, Louis Vuitton’s pre-fall fashion show on the Jamsu bridge in Seoul was a huge success. The event marked the first time that Louis Vuitton held a pre-fall fashion show, with the brand using the event to highlight its fashion innovation and tech breakthroughs. The choice of the Jamsu bridge reflects Louis Vuitton’s commitment to expanding its presence in the South Korean luxury market. Furthermore, the participation of Squid Game’s show creator and director in the show scenography is indicative of the Korean wave’s influence on the global market. Finally, South Koreans’ growing appetite for luxury goods underlines the importance of South Korea as an important market for luxury brands such as Louis Vuitton.