Steve Barth
GUCCI TAKES OVER 14TH CENTURY SEOUL PALACE FOR CRUISE COLLECTION
Italian luxury label Gucci recently showcased its cruise collection by taking over a 14th century Seoul Palace. Using a mix of street and sportswear, models strutted among ancient pillars in corridors sporting surfing suits or carrying skateboard-shaped bags. Gucci blended Korean heritage with modern fashion, showcasing wide-leg trousers slit at the knees, belted coats, and hanging, loose T-shirts. The show was the first of its kind to take place within the palace’s courtyard and it featured the soundtrack of the Oscar-winning South Korean movie “Parasite” during its finale. Celebrities in attendance included Hanni, a member of the K-pop girl band NewJeans, newly named Gucci brand ambassador, “Squid Game” star Lee Jung-jae, rapper Jay Park, and actress Elizabeth Olsen.
GUCCI’S CRUISE COLLECTION
Cruise collections, originally designed for wealthy clients holidaying on yachts or cruises during the winter months, feature outfits produced by stylists on top of seasonal lines. The Gucci cruise show follows a Louis Vuitton pre-fall fashion show on a Seoul bridge in April. Gucci’s recent move for its cruise collection was unique and unprecedented because it was held at a Korean palace that is a national treasure.
THE 14TH CENTURY PALACE
Built in 1395, the Gyeongbokgung palace served as Korea’s Joseon dynasty’s main royal palace. The South Korean national treasure became the latest iconic landmark chosen by Gucci to showcase its collection. Last year, Gucci planned to stage a show at the same venue but cancelled after a deadly Halloween crush in Seoul that left 159 people dead.
GUCCI’S CHANGES AND NEW CREATIVE DIRECTOR
Gucci’s parent company, French luxury group Kering, parted ways with its star designer Alessandro Michele last November, as the sales of the fashion house lagged behind its competitors. The company recently announced its new creative director, Sabato De Sarno,, who will join the company later this year. The shift from Michele to De Sarno suggests a shift in Gucci’s style, and his first collection will be eagerly awaited.
CONCLUSION
Gucci’s new collection showcased a blend of Korean heritage and modern fashion, featuring a mix of street and sportswear. The unique venue for the show was held at a Korean palace, which provided a perfect backdrop for the elegant and one-of-a-kind fashion show. With a new creative director on the horizon, Gucci is poised to seize the fashion world and remain competitive among the major fashion houses globally. As the fashion industry advances, it will be exciting to see how Gucci’s style evolves in the coming years, and how it adapts to new trends and remains a market leader.
