The Gucci gang landed in South Korea on Tuesday night at one of Seoul’s most iconic locations, the Gyeongbokgung Palace, the country’s largest royal compound built in the 15th century.
2024 collection made some obvious references to honor the country’s traditional culture. However, the true draw of the collection came from a studied take on the distinctive sartorial language of Seoul’s eclectic youth and subculture, often immortalized in street style images that come with a healthy disregard for what constitutes “good taste.”
To counterbalance the brand’s “Bourgeois ‘streetwear'” archetype, finessed by the in-house team over the past two collections, the cruise show came with a cyber goth twist.
A neoprene wetsuit, styled as the undergarment for a ruffled mermaid number, was reminiscent of the haenyeo, South Korean female divers known for their independent spirit and pearl hunting skills on Jeju Island.
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