On May 16, Gucci is planning to present its 2024 cruise collection in front of Geunjeongjeon, which is the main hall of Gyeongbok Palace, in central Seoul.
According to a statement by Gucci’s CEO Marco Bizzarri, the brand chose to hold a fashion show at Gyeongbok Palace because it’s a site that commemorates history and provides inspiration for the future.
Geunjeongjeon was a significant location for hosting important royal ceremonies and welcoming foreign representatives during the Joseon Dynasty (1392-1910).
Choi Eung-chon, who is in charge of overseeing South Korea’s cultural heritage, said “I hope the collaboration with Gucci will be an opportunity for people around the world to see the real charm of Gyeongbok Palace, where the past and the present co-exist,”
The fashion show by Gucci was supposed to take place on November 1st but was cancelled due to the death of 159 people caused by a crowd crush during Halloween festivities in Seoul’s Itaewon neighborhood on October 29th.
