The luxury brand shared in a press release that it decided to stage a fashion show in the city for its dynamic heritage, as well as its rich culture and creativity. The presentation would mark the 25th anniversary of Gucci's first-ever flagship boutique in South Korea, which opened in 1998.
The fashion house was previously scheduled to showcase a repeat presentation of its "Cosmogonie" Cruise 2023 show, but the event was canceled last minute in respect of the tragic crowd surge incident in the Itaewon district that led to over 150 deaths.
South Korea has increasingly become a target region in Asia for numerous luxury brands over the past decade. In 2015, the late Karl Lagerfeld brought the fashion crowd to Seoul to showcase the Cruise 2016 show for Chanel. With the growing influence of K-pop and K-entertainment worldwide, multiple houses have been tapping musicians, actors and more from the country as their brand ambassadors. Gucci, in particular, has signed Squid Game star Lee Jung-jae, Shin Min-a, musician IU and most recently, Hanni of the rising K-pop group NewJeans.
While Gucci was previously slated to present its "Cosmogonie" show at the Gyeongbokgung Palace, it's unknown whether the label will continue its plans to present at the historic site. Gucci's Cruise 2024 presentation is scheduled for May 15, 2023.