On May 16th, Gucci unveiled its Cruise 2024 collection at Gyeongbokgung Palace in Seoul. Held at Gyeongbokgung Palace, a 14th-century palace in the heart of Seoul, the fashion show marked the first-ever fashion event to be held in the palace's ceremonial courtyard. Through a dialogue between the brand's heritage and Korea's significant influence on the contemporary fashion scene, the Gucci Cruise 2024 collection expressed multicultural fashion in everyday urban life.

Courtesy of Gucci
With the city's futuristic skyline as a backdrop and music by Seoul-born composer Jeong Jae-il playing, the venue will feature a lineup of recent Gucci icons, including global brand ambassadors, from Korea and around the world, representing the intersection of time and tradition. The glittering setting will illuminate an examination of the global urban wardrobe that resonates worldwide, influenced by the unique fashion sensibility emanating from the streets of Seoul, as well as styles inspired by Korean clothing.

Courtesy of Gucci
In this collection, silhouettes reminiscent of Gucci from the late 1990s are rendered in a 2010s color palette, articulating the generational code-switching inherent in urban fashion. All garments and looks are hybridized, with formalwear materials and techniques being used in sporty casual wear. Sophisticated, luxurious "streetwear"—boucle suits, silk blouses, and kitten heels—meets sportswear like the wetsuits worn by Seoulites windsurfing and jet-skiing on the Han River. Their body-conscious lines contrast sharply with the voluminous dress code of skateboarding, a land-based board sport.

Courtesy of Gucci
Courtesy of Gucci
Hybridization also leads to design deconstruction: detachable sleeves become accessories, pants can be zipped up for extra width. Bomber jackets transform into evening skirts, biker jackets elongate into coats, and a variety of styles, including sculptural A-line dresses, are adorned with silk ribbons inspired by traditional Korean dress. Gucci's signature Web stripe also appears boldly on some pieces. Korean artist Ram Han's delicate and precise nature and biological motifs adorn the collection.

Courtesy of Gucci
Courtesy of Gucci
Bags are more expressive. The iconic Gucci Horsebit leather chain bag is reimagined and introduced in slimmer silhouettes, while leather men's bags feature a debossed Horsebit motif, evoking memories of the brand's history. Minimalist bags from the archives are reinterpreted with colorful scuba diving materials and decorative touches: chain bags with rounded trapezoid shapes adorned with horsebits are available in shiny colors and precious leathers.

Courtesy of Gucci
Courtesy of Gucci
Cybergoth stomper boots evoke a club-kid vibe, while the collection's watersports motifs, reminiscent of the scuba boots revived from the late 1990s, are reimagined in mules. The Ace sneaker evolves into a rounded shape with tonal laces and the Gucci Web stripe.

Courtesy of Gucci
Courtesy of Gucci
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Gucci in Korea
Gucci's connection with Korea began 25 years ago with the opening of its first flagship store in Seoul in 1998. Since then, Gucci's activities and presence in Korea have continued to expand. Korea is a vibrant hub of tradition, culture, and creativity, all of which not only influences the world but also resonates with Gucci's core values. Gucci fosters a deep connection with Korea through diverse projects that celebrate Korean identity and share our goal of creating lasting social impact in the local community and the fashion industry.


GUCCI
Founded in Florence in 1921, Gucci is one of the world's leading luxury fashion brands. Now celebrating its 100th anniversary, Gucci continues to redefine luxury while celebrating creativity, Italian craftsmanship, and innovation. Gucci is part of Kering, a global luxury group encompassing renowned brands in fashion, leather goods, jewelry, and eyewear.


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