Louis Vuitton, in collaboration with “Squid Game” director Hwang Dong-hyuk, presented a visually striking pre-fall runway show on Seoul’s iconic Jamsugyo Bridge. This groundbreaking event showcased a harmonious blend of Eastern and Western influences, amplified by a captivating mix of traditional South Korean folk music, vintage K-pop, and contemporary Western tunes.
A Symbolic Bridge:
As a symbol of harmony between the natural and urban worlds, Hwang bathed the lower deck of the bridge in dramatic orange and blue light. The pedestrian-friendly thoroughfare provided the perfect backdrop for the models to strut their stuff, with nature’s wind and rain adding an unexpected, yet welcome, touch to the show.
Louis Vuitton brand ambassador and “Squid Game” star HoYeon Jung opened the display, rocking a bright blue windbreaker with marigold accents and waist-defining zippers. The collection, described as a “diplomatic journey,” featured a mix of French style and the brand’s most recognizable silhouettes, including the A-line skirt and chunky outerwear.
Iconic Elements and Futuristic Touches:
The famed monogram and checkerboard Damier print adorned bodysuits, puffer jackets, and wide-legged pants, while the four-petal flower motif was transformed into a thin leather belt decoration. Elements like the blossom star evolved into streetwear graphics and embroidered details, adding opulence to the collection. New variations of the Archlight sneaker complemented the ’60s-inspired futuristic outerwear, with the wave-shaped outsole appearing on various footwear styles.
For the show’s closing looks, designer Nicolas Ghesquière took a bohemian approach, featuring billowing linen maxi skirts, floor-length pleated jersey dresses, and fluid lapel-free blazers. Mini pouches with dangling monogram charms and the Atlantis soft tote added the finishing touches to the captivating collection.
Celebrity Front Row:
The event attracted a star-studded front row, including Alicia Vikander, Chloë Grace Moretz, Doona Bae, Jaden Smith, and many others. Over 1,600 guests attended the “inclusive cultural event,” including 100 local students.
Growing Presence in South Korea:
This pre-collection runway show marks Louis Vuitton’s first in South Korea, where the brand has been steadily expanding its presence since opening its first store in 1991. The French luxury powerhouse currently operates 35 stores in the country, with 18 retail locations in Seoul.
Fostering Local Partnerships:
To further strengthen its ties with South Korea, Louis Vuitton has committed to working closely with the Seoul metropolitan government to preserve the Hangang River’s biodiversity. Additionally, a partnership with the Korea Tourism Organization aims to revitalize local tourism and attract Chinese tourists back to the region.
Following the runway presentation, guests enjoyed an after-party at the nearby Floating Island, where celebrities and Ghesquière’s crew danced the night away to performances by Le Sserafim and Jaden Smith.