Louis Vuitton dazzles luxury-seeking Seoul with first pre-fall show

Seoul, Apr. 30 (BNA): LVMH’s iconic fashion brand, Louis Vuitton, held its first-ever pre-fall fashion show on Saturday on a bridge in Seoul, the capital of a leading luxury goods market.

In one of the most high-profile events since Chairman and CEO Pietro Beccari debuted at Louis Vuitton earlier this year, the runway on the lower level of the double-decker Jamsu Bridge spanning the Han River was bathed in shades of blue.

Models walked the 795-meter (2,608-foot) bridge, where traffic was halted for 24 hours, wearing sports-fitting designs with geometric patterns designed by Nicolas Ghesquière, artistic director of women’s collections at Louis Vuitton, Reuters reports.

They emerged from a tunnel in block-heeled shoes, dressed in windbreakers, flared miniskirts and striped suits. Korean traditional music mixed with contemporary pieces set the background.

Similar to other European luxury houses, including Dior and Valentino, Vuitton has sought to capitalize on the global popularity and youth appeal of K-pop stars, naming and promoting their clothing as ambassadors.

On Saturday, Hwang Dong-hyuk, creator and director of the hit 2021 Netflix drama “Squid Game,” shared the show’s scenography.

Analysts at Morgan Stanley say South Koreans have become the world’s biggest spenders on personal luxury goods, spending an average of $325 annually.


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