Gucci’s history-making Cruise 2024 show inside Seoul’s Gyeongbokgung Palace honours the past and present

Gucci’s history-making Cruise 2024 show inside Seoul’s Gyeongbokgung Palace honours the past and present


By Sarah Hani Jamil

Gucci’s decision to bring its Cruise 2024 show to Seoul comes as no surprise, rather, it feels most fitting, as many of the House ambassadors are Korean celebrities themselves, namely singer IU, actor Lee Jung Jae, Kai of Exo, and Hanni of NewJeans. Also, it’s worth mentioning that Louis Vuitton recently hosted its Pre-Fall 2023 runway in the very same city just last month, while Dior hosted its AW2022 show there earlier last year. There’s no denying the rapid growth of consumption power in South Korea’s luxury market. 

In recent years, the rise of Korean pop culture has helped put the city of Seoul at the forefront of fashion, up to the point that it’s on par with any style capital worldwide. The industry has become more accessible and diverse, and while no one city is dominating the fashion scene, South Korea is most certainly right up there at the top. In fact, look at the number of K-pop idols being named as brand ambassadors this year alone. The list only keeps growing month after month.

What makes the Gucci show so unique is its location within the ceremonial courtyard of the 14th-century Gyeongbokgung Palace. It is the first show of its kind to take place in such a prestigious space (it is, in fact, the largest and most magnificent of all five palaces in Seoul). Having the show in such a distinguished location most certainly feels like a homage to the South Korean impact that influences it today and the global community at the heart of the brand.


While we still have to wait three more months for Sabarto de Sarno’s debut in September, the Cruise show, presented by Gucci’s creative theme, was still an exciting display of the brand’s generational heritage. ‘90s silhouettes are expressed in a much more modern colour palette (the show notes refer to the era of the 2010s). At the same time, the theme of high-end streetwear is evident throughout the collection—bomber jackets are paired with evening skirts, the silhouette of a biker jacket is elongated, biker shorts are worn with blazers (both cropped and oversized), and sculptural lines enhance A-line dresses.

House accessories are redefined in ornamental adaptations; A skateboard deck becomes the base of a new bag silhouette, complete with the GG monogram and house web design in blue—talk about being creative. Meanwhile, the Gucci Horsebit Chain bags appear narrowed in shape, while the rounded trapezoid Horsebit Chain bag re-emerges in iridescent and precious leather. All in all, one can’t help but wonder whether this collection is a prelude to what’s to come or merely another chapter in its long colourful history. Scroll through the collection below.



Watch the full Gucci Cruise 2024 show here:


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