Gucci’s connection to South Korea dates back to twenty-five years ago when the Italian-luxury house first opened its flagship store in 1998, in Seoul.

Coming back to the land of rich cultural heritage that resonates with the vibrant codes of the house, seems like a befitting alliance for the Cruise 2024 show.

Although every street in Seoul is brimming with inspiration, the chosen location of the show made the presentation extra iconic. On May 16, the Gucci Cruise runway unfolded within the ceremonial courtyard of the 14th-century Gyeongbokgung Palace, nestled in the heart of the city. While the capital’s futuristic skyline played the perfect backdrop, the traditional architecture of the palace proposed an ideal juxtaposition.

In terms of silhouettes, Gucci revisited the brand’s archives from the late ’90s but elevated the colour palette with shades representing the 2010s. With this collection, Sabato De Sarno (the new Creative Director) has showcased his spin on metropolitan dressing, while keeping the quintessential Gucci aesthetic alive.


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Materials and techniques of formal wardrobes swap places with those of sports and casualwear. Each garment hybridises Seoul’s futuristic streetwear with a sporty-chic language that is unique to Gucci. From the bouclé skirt suit, the silk blouse and the kitten heel to the scuba wetsuits — the line reflects everyday Seoul but with luxury finesse.

Detachable sleeves double up as accessories while zips enable trousers to expand in shape. The bomber jacket converts into an evening skirt, and the biker jacket elongates into a coat. The line takes influence from traditional local garments but packages them in a modern way.

Both domestic and international house ambassadors made their way to Seoul. From Dakota Johnson, Elizabeth Olsen, and Saoirse Ronan to NewJeans’ Hanni, IU and Lee Jung-Jae — it was a star-studded affair. Even Gucci’s newly appointed ambassador actor Alia Bhat made an appearance in a chic mini black dress, carrying a transparent Gucci Horsebit bag.

In case you missed it, take a look at the best of Gucci Cruise 2024.

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Images: Supplied by Gucci