PHOTO COURTESY OF LOUIS VUITTON
Louis Vuitton has chosen vibrant Seoul for its Pre-Fall 2023 show, staging it on the Jamsugyo Bridge that spans the Hangang river. With the cityscape serving as a backdrop for the 795 m ‘runway’, it sets the stage for the show that will be held in the evening of 29 April 2023. This also marks a new chapter in the brand’s ongoing partnership with South Korea.
In 1991, the modern metropolis became home to Louis Vuitton’s first Korean flagship boutique. It was also one of the key cities of the Volez, Voguez, Voyagez exhibition in 2017. Now, the French maison will be presenting an entire runway show and live-streaming it worldwide from Seoul.
To pull off this spectacular, Nicolas Ghesquière, artistic director of Louis Vuitton Women, is collaborating with acclaimed filmmaker Hwang Dong-Hyuk. The creator and director of Netflix hit Squid Game joins the show as creative advisor for the overall scenography.
In line with the 2023-2024 Visit Korea Year campaign by the Korea Tourism Organisation, Louis Vuitton hopes to engage new international audiences by staging the Pre-Fall 2023 show in Seoul. It has also invited 100 fashion students to watch the show in person, another unique collaborative effort.
The French maison also aims to contribute towards preserving the natural resources of the Hangang river, with Louis Vuitton pledging to promote the beauty of the city through various long and short-term cultural and environmental projects.