Cruise 2024

In the heart of Seoul sits a place that has inspired wonder since 1395—Gyeongbokgung Palace. Over its six centuries of history, it has received foreign dignitaries and has been the center of great developments in science, literature, architecture, art, and astronomy. Within the walls of the storied location, the House presented its Cruise 2024 collection, marking the first time a fashion show took place on the grounds. 

With Bugaksan mountain as the backdrop from one angle and the urban skyline of Seoul from another, a contrast between past and present was made, echoing the ways the House’s design studio interpreted the interchange between time and traditions witnessed on the streets of Seoul. Envisioned by the Gucci studio—a community of designers and artisans from all over the world—the collection saw codes from different dress codes and cultures mix within the historic hall. 

Refined tweed jackets paired with matching bike shorts, illustrations by local artist Ram Han defined sport and eveningwear, details inspired by historic local garments accented contemporary Seoul-inspired silhouettes, and gowns were layered over neoprene base layers, a nod to the wetsuits worn by the windsurfers and jet-skiers on the Han River. The handbags riffed on the Horsebit, introducing a narrower design of the Horsebit Chain bag and an asymmetrical top-flap silhouette, as well as a debossed leather design evoking the emblem. A new Ace sneaker appeared with a rounder shape, along with scuba and stomper boots.

As a cast of familiar faces from the recent eras of the House walked through the colonnade, a light show illuminated the palace courtyard and a musical score by Wladimir Schall played tracks created by the South Korean composer Jung Jae-il, amplifying the creative spark and cross-cultural exchange between the heritage of the House and South Korea.