Gucci Resort 2024: Inside the Label’s Outstanding Latest Collection
Gucci celebrates the past to inspire the future with a runway show at the Gyeongbok Palace.
The 16th of May marked the highly anticipated unveiling of the Gucci Cruise 2024 collection, a captivating amalgamation of Y2K aesthetics and a contemporary colour palette reminiscent of the vibrant 2010s. Against the breathtaking backdrop of Seoul’s Gyeongbokgung Palace, this collection masterfully intertwines the elements of deconstruction while paying homage to Gucci’s cherished Italian heritage.
Drawing inspiration from the vibrant streets of Seoul, it builds upon the aesthetic legacy left by Alessandro Michele, yet serves as a harbinger of an exciting artistic shift as we eagerly anticipate Sabato de Sarno’s forthcoming debut. Gyeongbokgung Palace stands as an iconic symbol of culture and contemporaneity. Erected in 1395, this majestic architectural gem served as the primary and largest among the five palaces constructed during the Joseon dynasty, commanding a central location within the bustling heart of present-day Seoul. Given the magnitude of this awe-inspiring venue, Gucci’s ingenious design team rose to the occasion, delivering a show that left countless onlookers breathless, unable to contain their astonishment.
Gucci doesn’t just use its fashion shows as mere events to showcase its latest collections. Rather, it hopes to draw global attention to the history, art, and cultural heritage of a local community through such shows and to build relationships with the country by supporting the preservation and conservation of such sites.
“Gucci was born in Florence, surrounded by history, art and craftsmanship, and from there began a journey to bring the house’s vision of beauty around the world. A journey that began in Korea 25 years ago with the opening of our first boutique in Seoul and grew over time, strengthening our relationships with local communities, supporting local talents and creating a bond between cultures through the preservation of this country’s unique heritage,” said Marco Bizzarri, Gucci president and CEO in a statement.
The original soundtrack of hit K-dramas like “Squid Game,” “Parasite” and “Oldboy” matched the pulsating lightscape that dazzled the hallowed grounds of the palace courtyard and hinted at the subdued nature of modern South Korean style.
Beginning with a floor-length bomber jacket and revamped Horsebit accessories, the mixed runway opened with Sora Choi in a billowing hanbok, resembling a deconstructed hanbok. The goreum, a satin bow that created the high-waisted effect of a hanbok, stood out as a key decorative element, adorning deconstructed outerwear and muscle tops alike. Models also appeared on the runway with huge, life-size surfboards and skateboards that came with an attached bag, updating the counterculture movement with a high-fashion twist. Airborne flight jackets sent Gucci into an untapped world, with variations of flowing skirts with exposed pockets and red quilted struts. The brand’s striped decoration hung from lingerie dresses, accompanied by gloves with finger cuffs taken from the future.
Prints created by ASMR visual artist Ram Han, who designed the invitation for the show and has collaborated with K-pop stars including Red Velvet, also took centre stage on pieces such as dresses and tops. Similarly, heavy embroidery and accessories such as oversized chain necklaces added an edge to ensembles that channelled the street style that modern Korea is known for.
As the centre of entertainment, Seoul welcomed various global stars and Asian icons for the fashion show. Among the parade of A-list celebrities were IU brand ambassadors Lee Jung Jae, Shin Min Ah and Hanni. In addition, Gucci’s international friends and ambassadors such as Dakota Johnson, Saoirse Ronan, Elizabeth Olsen, Fumiya Takahashi, among others, travelled to Seoul for the event. Also, Bollywood star Alia Bhatt travelled to South Korea for her first brand event since her appointment as Gucci’s global ambassador.
