LVMH’s leading fashion label, Louis Vuitton, graced Seoul, a prime luxury market, with its inaugural pre-fall fashion show on a city bridge this past Saturday.
Under the new leadership of Chairman and CEO Pietro Beccari, Louis Vuitton staged one of the year’s most significant events. The runway was set on the lower deck of the double-decker Jamsu Bridge over the Han River, cloaked in an ethereal blue hue.
Models navigated the 795-meter-long (2,608 feet) bridge, closed to traffic for a full day, showcasing snug, sportive attire featuring geometric motifs crafted by Nicolas Ghesquière, the artistic director of women’s collections for Louis Vuitton.
Emerging from a tunnel, they sported chunky heels, sleek windbreakers, flared miniskirts, and striped suits. The soundscape combined traditional Korean music with modern tunes, creating a unique auditory backdrop.
Like other European luxury giants such as Dior and Valentino, Louis Vuitton has harnessed the global popularity and youthful charm of K-pop stars by appointing them as brand ambassadors to model and advocate for their designs.
Hwang Dong-hyuk, the creator and director of the 2021 Netflix sensation “Squid Game,” contributed to the show’s scenography.
According to Morgan Stanley analysts, South Koreans have now earned the title of the world’s top per capita spenders on personal luxury items, shelling out an average of $325 annually.
This event highlights Louis Vuitton’s strategic move to engage more deeply with South Korea, which is currently in the limelight due to its thriving cultural scene, particularly in music and television. Louis Vuitton has recognized the potential for this robust market, making an impactful statement with its first pre-fall show in Seoul.
Louis Vuitton’s show also featured several Korean celebrities and influencers to solidify its connection to South Korea further. The brand’s collaboration with renowned director Hwang Dong-hyuk demonstrates the convergence of fashion with popular culture and shows the brand’s commitment to integrating elements of local culture into its global narrative.
An eclectic mix of attendees from various backgrounds, including film, music, and fashion, were present at the event, reflecting the show’s appeal to a diverse audience. The stylish designs, carefully curated musical background, and stunning location of the Jamsu Bridge collectively created an unforgettable spectacle.
The event was live-streamed worldwide, allowing global audiences to experience the magic of the pre-fall show. This move further emphasizes Louis Vuitton’s commitment to utilizing digital platforms to engage a wider demographic.
The pre-fall show in Seoul reinforces Louis Vuitton’s reputation as an influential global brand while acknowledging the increasing importance of the South Korean luxury market. By aligning its brand with Korean pop culture, the fashion house continues to innovate and evolve, maintaining its place at the forefront of the luxury fashion industry.
