In one of the highest profile events since chairman and CEO Pietro Beccari started at Louis Vuitton earlier this year, the runway on the lower level of the double-decker Jamsu bridge that spans the Han River was bathed in blue shadows.
Models walked the 795 metre bridge, where traffic was stopped for 24 hours, wearing fitted, sporty designs with geometric patterns designed by Nicolas Ghesquière, artistic director of women’s collections at Louis Vuitton.
They strode out of a tunnel on chunky-heeled shoes in slick windbreakers, miniskirts that flared out and striped suits. Korean traditional music mingled with contemporary pieces to set the background.
In common with other European luxury houses, including Dior and Valentino, Vuitton has sought to tap into the global popularity and youth appeal of K-pop stars, naming them as ambassadors who wear and promote their clothes.
On Saturday the creator and director of 2021’s Netflix hit drama “Squid Game” Hwang Dong-hyuk participated in the show scenography.
South Koreans have become the world’s biggest spenders per capita on personal luxury goods, splashing out an average of $325 a year, analysts at Morgan Stanley say.
“I am thrilled to have Louis Vuitton’s first-ever Prefall fashion show in the vibrant capital city of Seoul, showcasing Artistic Director Nicolas Ghesquière’s vision for the collection,” says Pietro Beccari, Chairman and CEO of Louis Vuitton, ahead of the show.
“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.
“Presenting the collection on the iconic Jamsugyo Bridge over the Hangang River beautifully captures Louis Vuitton’s long-standing relationship and shared values with this cosmopolitan city.”
Watch the show below:
