Gucci Cruise 2024, where Hallyu meets tradition and history
Hosted inside Gyeongbokgung Palace in Seoul, the Gucci Cruise 2024 show showcases a blend of urban Korean culture, ancient history and Italian craftsmanship.
A place usually crowded by both international and local tourists alike, that evening where Gyeongbokgung was void of the usual chatter and crowd was a magical one, all made possible by Gucci.
As we entered this historical former royal palace at sunset, the orange rays painted the grounds as a stellar lineup of celebrities ascended the steps to the Throne Hall, from Hollywood stars like Elisabeth Olsen and Dakota Johnson to a myriad of Korean personalities (IU, Lee Jung-jae, Hyesoo, Hanni, Shin Mina and more).
Gucci's decision to host its Cruise 2024 show at Gyeongbokgung Palace has undoubtedly amassed quite the buzz since its first announcement in 2023. It all makes perfect sense as Seoul has quickly become the epicentre of pop culture and fashion.
Hallyu is the term coined for this cultural phenomenon (which translates to Korean Wave), where Korean culture, be it K-Pop, film, TV drama, fashion or lifestyle, takes over the world. Evidently so, as Gucci host a cast of top Korean celebrities as its global ambassadors including IU, Lee Jung-jae, New Jeans' Hanni, EXO's Kai and Shin Mina.
As the last rays of sunlight disappeared on the horizon, the palace lit up in the most extravagant fashion across the space including the Throne Hall that served as the show's backdrop and the courtyard where dozens of illuminating lights played against the music (made from traditional drums and mallet) composed by Seoulite composer Jung Jae-il, the maestro behind Squid Game and Parasite.
As the models took to the runway, the influence of Korean culture (both old and new) was evident. Gucci truly dedicated its entire collection to Seoul, a place where rich ancient history and youthful street sense take prominent stages.
It was a reinvigoration of fashion, where Italian craftsmanship was injected into Seoul's youthful street style. From bomber jackets and utilitarian pants to bike shorts, scuba wetsuits and long zipped skirts, Gucci reflected the daily lives of Seoulites in a trendsetting collection.
Streetwear inspiration aside, you cannot miss the touch of heritage and cultural history Gucci has cleverly infused into the collection. Motifs and finishes of traditional Korean hanboks are found in a myriad of neon-bright dresses and cropped tops - most notably the waist knot often seen in Korean traditional wear.
Swipe the gallery below to see the full collection:
The collection was all about hybridisation where designs transmute according to the wearer's style - detachable sleeves can transform into accessories, the bomber jacket can evolve into an evening skirt, and the biker jacket elongates into a coat.
Even the bags sport the same ideology, especially the now-viral skateboard bag hybrid spotted in various looks. From the classic Gucci monogram leather to metallic silver variations, this new hybrid is definitely the next big thing we want - both for its novelty and function.
Elsewhere, the Gucci Horsebit Chain motif was transformed into an array of new styles, finishing and silhouettes. The latest silhouette that captivates the audience is the asymmetrical saddle-shaped Gucci Horsebit Chain bag that comes in various leather finishing.
The iconic trapezoid now is highlighted with chains of crystals that illuminated the runway, capturing and reflecting light as it sways. A string of minimalist Gucci bags from the archive had also been revived and reimagined in colourful scuba and ornamental adaptations to reflect jetskiers and watersports enthusiasts often spotted by the Han River in Seoul during summer months.
Staged with grandeur, spirit and luxury, this unprecedented show honours Seoul as one of the most iconic cultural and fashion hubs in the world and marks the perfect anniversary celebration for Gucci, who is also celebrating its 25th year of presence in South Korea. Bravo!
