With the futuristic look of the South Korean capital in the background, the Gucci Cruise 2024 runway unfolds between the arches of the Gyeongbokgung Palace courtyard. Through it, Gucci(@gucci) displays an exchange of Western and Eastern eras and traditions to the sound of a score that includes pieces by Seoul-born composer Jung Jae-il, that participated in the soundtracks of acclaimed audiovisual pieces such as The Squid Game, Parasites and Oldboy.
The collection is a representation of the different cultural manifestations found in everyday life in big cities. A global community that Gucci explores in “a dialogue between the house’s own heritage and the electrifying South Korean impact that influences it today”. An illustration, perhaps, of trends on the world stage that have nothing to do with the Gucci we knew. At least, the one Alessandro Michelle had us used to until he left the house.
Accessories and pieces that represent the most sporty people in the city appear in the equation of this Cruise 2024. From the fervent windsurfers and water skiers of the Han River to the most urban skaters. The runway fuses sporty pieces with blouses and tailoring representative of the house of Gucci. Many of the looks feature the most seulite version of the bow, drawing inspiration from traditional local garments.
Continuing the celebration of South Korean culture, Gucci wanted to feature the colorful biomorphic creations of Seoul-based artist Ram Han. We see how several of the illustrations she has created appear in the chromatic range of the Gyeongbokgung palace.
Gucci Cruise 2024, presented in Seoul has perhaps dealt with too many different codes in the same time and space. It does so still under the Gucci creative team, which also did the previous Fall 23/24 collection. Waiting for the newly announced creative director, Sabato De Sarno, to make his debut this September in Milan.
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