The cruise show in South Korea will mark Gucci’s 25 years in the country, since the brand opened its first flagship store in Seoul in 1998.

After the news about the comeback to the Milan Fashion Week show calendar, starting with the menswear collection in January, Gucci has announced that its Cruise 2024 show will take place in South Korea. This will mark the brand’s 25 years in the country since the opening of their first flagship store in 1998.

The luxury brand shared in a press release that it decided to stage a fashion show in Seoul for its dynamic heritage, as well as its rich culture and creativity. The show will be held on May 15 however, the exact location has yet to be disclosed.

« Since then [1998], Gucci’s presence in South Korea has grown rapidly, unfolding within a strong structure narrative that has seen the launch of diverse projects and initiatives in celebration of the country’s distinctive spirit »

— a statement reads.

In November the fashion house was scheduled to present its “Cosmogonie” Cruise 2023 show, however the event was canceled in respect of the tragic crowd incident that unfolded last October 29 in Itaewon. Gucci pledged a three-year donation to restore and preserve Gyeongbokgung Palace following its cancellation. Gucci president and CEO Marco Bizzarri inked an agreement on November 1 with South Korea’s head of the cultural heritage administration Choi Eung-Cheon committing to the preservation of the palace.

**Gyeongbokgung Palace** had been selected to pay homage to South Korean cultural heritage as well as for its links with astronomy research. Which echoed in the Cosmogonie collection. In the 15th century, the palace housed a highly regarded astronomy center, the Royal Observatory.

South Korea has emerged as a booming market with a highly engaged and fashion-focused culture. The South Korean personal luxury goods market has grown 30% from 2018 to 2022 according to Euromonitor. With the growing influence of Hallyu - the Korean wave - multiple luxury houses have signed with Korean celebrities.

Source: Gucci

As such, Gucci signed Hanni, lead singer of NewJeans, as its newest brand ambassador. She is joined by Squid Game actor Lee Jung-Jae and musical artist Kai (adjacent picture) as local ambassadors.

Source: Gucci Osteria

Gucci forwards its expansion into the Korean market by opening the fourth Gucci Osteria restaurant in Itaewon. The fashion brand now has around six stores across South Korea and opened its second Seoul flagship in 2021.
Thus, Gucci strives to reinforce its ties with South Korea.

Following the departure of Alessandro Michele as the creative director, Gucci design office will continue to steer the house until a new creative director is revealed.

Sources

Gucci annonce que le défilé Cruise 2024 aura lieu en Corée du Sud - Oxtero

Gucci to Hold Cruise 2024 Show in South Korea – WWD

Gucci Announces Cruise 2024 Show in South Korea | Hypebeast

South Korea to host Gucci Cruise 2024 show - Retail in Asia

Gucci to Present Cruise 2024 Collection in Seoul | Hypebae

Gucci to present cruise show in South Korea | Vogue Business