Gucci’s Cruise 2024 Collection Shines in Seoul

Gucci’s multicultural dialogue with South Korea began over 25 years ago with the 1998 opening of the company’s first flagship store in Seoul. The Gucci Cruise 2024 collection looks once again to South Korea’s colourful influence, exploring the conversation between the brand’s legacy and the country’s vibrant heritage.

The fashion show took place in the ceremonial courtyard of Seoul’s 14th-century Gyeongbokgung Palace, speaking to the city’s historic significance while also highlighting its futuristic skyline. Models from South Korea and around the world walked down the runway to a score by local composer Jung Jae-il.

The Gucci Cruise 2024 collection embodies the globality of urban style by exploring the energy of Seoul streetwear with allusions to traditional South Korean dress, as the sculptural silhouettes and A-line dresses with silk bands draw inspiration from traditional garments.

Body-conscious outfits feature alongside voluminous pieces associated with skateboarding gear, while deconstructed elements come in with detachable sleeves and transformative zips.

Gucci’s iconic codes emerge in touches such as the super-magnified Gucci Web motif and the famous Gucci Horsebit on reimagined Chain bags, alongside archival styles interpreted in innovative materials like bright scuba.

In a conversation that began over a quarter century ago, Gucci is continuing to weave its heritage into the fabric of global fashion.