Gucci’s Spectacular Cruise Show at Gyeongbokgung Palace: A Fusion of Global Cultures and South Korean Style

The cruise shows continue to captivate audiences with their glamorous flair, taking place in various exotic locations worldwide. After Chanel’s star-studded presentation in Los Angeles and ahead of Dior’s show in Mexico, Gucci – along with the rest of the fashion pack – decamped to Seoul for its latest cruise show. Gucci’s show took place at the 14th Century Gyeongbokgung Palace, marking the first time a production of its kind had been staged at the venue. The house flew in a host of A-list faces, including house muses Dakota Johnson, Jodie Turner-Smith, and Elizabeth Olsen.

“Gucci opened its first store in Seoul in 1998 and has since cultivated a great affinity with its South Korean community,” the house said of the decision to host the show at Gyeongbokgung Palace. “From fashion and beauty to music and art, the worldwide impact of contemporary South Korean culture is a shining example of the global connectivity that drives Gucci every day. The collection pays homage to this impact, and on a broader scale, to the way our wardrobes interact across continents today.”

When it came to the clothes, much of the collection was influenced by South Korean street style, as well as the multicultural style found on the streets of cities around the globe, with nods to both surf and skatewear. “In this digital age, different cultural and subcultural approaches to everyday dressing are now shared globally. These ways of wearing clothes tie us together across cultures and create a global community spirit founded in fashion…The collection merges the wetsuits of the Han River windsurfers with the skirt suits of bourgeois dressing, and the tropes of the skateboarding uniform with formal tailoring.”

This was the latest Gucci collection to be designed by the in-house team after Alessandro Michele departed the brand last year. The house’s new creative director, Sabato de Sarno, has now started work and will present his debut collection for the brand in September 2023.

GUCCI official channel