In a groundbreaking fashion moment, Gucci made history by hosting its Cruise 2024 show within the storied walls of Seoul’s Gyeongbokgung Palace, a 14th-century architectural marvel. This marked the first-ever fashion spectacle to grace the palace grounds, setting the stage for an unforgettable fusion of tradition and modernity.
The collection presented on this monumental occasion epitomised the harmonious marriage between Gucci’s Italian heritage and South Korean design influences. Drawing inspiration from the ’90s formality while infusing it with streetwear and sportswear aesthetics, the looks exuded a self-aware bourgeois charm.
Austere suiting underwent a captivating transformation with the infusion of neoprene, reminiscent of the attire worn by Han River windsurfers and jet-skiers. The artistic touch of South Korean illustrator Ram Han brought an additional layer of depth, lending a contemporary edge to classic silhouettes. Holographic lilacs, crystal knits, and cyber-goth stomper boots also added an element of club kid sophistication to the ensemble.
The collection showcased a remarkable blend of refined tweed jackets paired with matching bike shorts, too, demonstrating a seamless integration of sport and eveningwear. Illustrations by local artist Ram Han adorned the garments, paying homage to Seoul’s vibrant cultural scene. Historic local garments inspired intricate details, giving rise to contemporary Seoul-inspired silhouettes.
Aside from that, gowns were elegantly layered over neoprene base layers, paying tribute to the wetsuits worn by watersport enthusiasts on the Han River. Gucci’s iconic Horsebit motif found new iterations in the form of narrower Horsebit Chain bags and asymmetrical top-flap silhouettes as well, and the introduction of debossed leather designs further accentuated the emblem’s timeless allure. A fresh take on the Ace sneaker and the introduction of scuba and stomper boots even added an element of urban flair to the collection.
The streetwear sensibilities were also evident in the innovative deconstruction of garments. Trousers boasted voluminous silhouettes with the pull of a zipper, while detachable sleeves and transformable bomber jackets added versatility to the ensemble, effortlessly transitioning from day to night.
As the final collection under the stewardship of Gucci’s design team, the Cruise 2024 show marked a poignant moment of transition. Sabato De Sarno, the brand’s new creative director, is set to take the helm, signaling a new chapter in Gucci’s illustrious history.
The collection’s spirit of hybridization between leisure and decorum served as a jubilant homage to Seoul’s historical vibrancy. By drawing inspiration from the city’s distinctive legacy and weaving it with Gucci’s own narrative, the Cruise 2024 collection redefined minimalism, offering a glimpse into the future of a global wardrobe.
Gucci’s Cruise 2024 show in Seoul was more than just a fashion event; it was a celebration of cultural exchange and creative innovation, leaving an indelible mark on the landscape of luxury fashion.