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Gucci Show Reaffirms Seoul’s Status as Capital of Pop Culture

K-style takes centre stage in collection that draws inspiration from South Korea’s contemporary and traditional dress.
A look from Gucci's Cruise 2024 fashion show at Gyeongbokgung Palace, Seoul, South Korea.
A look from Gucci's Cruise 2024 fashion show at Gyeongbokgung Palace, Seoul, South Korea. (Gucci)

Baggy jeans, luxury handbags, K-pop heart-throbs and a 14th-century palace starred in a lavish Gucci catwalk show that highlighted Seoul’s status as a centre of pop culture and a key battleground for luxury brands.

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