Seoul, the vibrant capital of Korea, has emerged as a captivating global stage for high-end fashion shows. Boosted by the popularity of K-content and K-pop, Seoul's fashion runways embody a perfect blend of tradition and contemporary style.

The renowned luxury brand Louis Vuitton recently unveiled its 2023 Pre-Fall collection on April 29th at the Han River Submersible Bridge in Seocho-gu, Seoul. Known for its brand philosophy of the "Art of Travel," Louis Vuitton has a history of hosting fashion shows at worldwide landmarks. Seoul, a city that embodies rich history, tradition, and modernity, was carefully selected by Louis Vuitton as a representative location for this captivating display.

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Adding to the lineup of fashion events, the Italian luxury brand Gucci held its 2024 Gucci Cruise fashion show at Seoul's Gyeongbokgung Palace on May 16th. This marks Gucci's first-ever fashion show in Korea, signifying a significant milestone precisely 25 years after the opening of its first flagship store in Korea in 1998. As it was the first time a global brand event took place at Gyeongbokgung Palace, a cultural heritage site of Korea, Gucci's fashion show promoted Korean culture on a worldwide scale and attracted foreign tourists.

Another notable example is Dior's partnership with Ewha Womans University for a fashion show held last year. The event was particularly memorable as Dior executed a global marketing strategy, focusing on supporting future female leaders who comprise a significant portion of their customer base. 

Nevertheless, certain aspects of these fashion shows have been met with criticism. The Louis Vuitton fashion show caused inconveniences for citizens, as the Seoul Metropolitan Government enforced complete traffic control around the Submersible Bridge. Unfortunately, this information was not adequately communicated to citizens in advance, leading to frustrations among the public. Moreover, many residents complained about noise and other disturbances in the after-party event that Gucci organized following its show. By embracing both the glamour of luxury fashion shows and the needs of the citizens, Seoul can continue to thrive as an example of harmonious coexistence between fashion, culture, and community.

심예빈 강남포스트 학생기자  webmaster@ignnews.kr

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