The Korean city witnessed an iconic moment as Louis Vuitton models in oversized jackets and boots walked across the Jamsugyo Bridge.
May 11, 2023: Louis Vuitton recently rolled out its first Pre-Fall women’s collection at Seoul’s iconic Jamsugyo Bridge amidst much fanfare and awe. Over the last few years, South Korea has experienced massive growth in the luxury sector and emerged as the global epicenter of high fashion. It was only natural for a major beneficiary - Louis Vuitton - to stage its Pre-Fall Women’s 2023 collection in Seoul.
The event itself was symbolic of the strategic alliance between the city of Seoul and Louis Vuitton, which will be followed by a collaboration between the Maison and the Korea Tourism Organisation to promote regional tourism. By tapping the trending themes of South Korea for its fashion show, the French brand strived to make a powerful impact over the country, and it seems safe to say that they have been successful in doing so.
The power and energy could be felt through a mystical set on Jamsugyo Bridge, designed by Squid Game director Dong-Hyuk. The brand isn't shy to drop more references from the hit Netflix show with Squid Game star Hoyeon Jung opening the show in her blue jacket paired with a leather skirt and boots.
Guests were seated on one side of the bridge with the Hangang river as the beautiful backdrop, while the models in big boots and sneakers strutted across the bridge. The collection also featured black and white Damier checkerboard prints on billowing pants, waisted dresses and trapeze dresses, biker jackets and colorfully striped suits with layered fabrics.
Various Korean celebrities and K-pop stars attended the event to witness the magic that Nicolas Ghesquière creates in his events – which was a first for Seoul. Mr. Ghesquière, creative director of Louis Vuitton, managed to create a lineup with metallic fabrics, oversized shoulders, and exaggerated shapes that incorporated elements from different eras of the Maison.
“I am thrilled to have Louis Vuitton’s first-ever Pre Fall fashion show in the vibrant capital city of Seoul, showcasing artistic director Nicolas Ghesquière’s vision for the collection. A cultural hub that continues to draw global attention, Seoul shares a common spirit with Louis Vuitton for pioneering the future, reimagining creativity, and nurturing savoir-faire. The collection is being presented on the iconic Jamsugyo Bridge, spanning the Hangang river, emblematic of the long standing relationship Louis Vuitton has with Seoul and their shared values,” Pietro Beccari, Chairman and Chief Executive Officer of Louis Vuitton, said.
- By Pritha Debroy