Gucci presents its Cruise 2024 collection at Gyeongbokgung Palace in Seoul as the culture and heritage of Italy and South Korea come together in a singular event. An illustration of multicultural fashion manifestations in everyday city life, the collection reflects the global community at the heart of Gucci itself: a century-old creative legacy now evolved by designers and artisans of different backgrounds –who each interpret the House’s codes through their own individual and cultural gazes.
In silhouettes evocative of Gucci in the late 1990s – but expressed in the colour palette of the 2010s – the generational code switches inherent to metropolitan dressing manifest: the materials and techniques of formal wardrobes swap places with those of sports- and casualwear. Every garment and look reflect a form of hybridisation. Bourgeois ‘streetwear’ – the bouclé skirt suit, the silk blouse, the kitten heel – splices with sportswear informed by everyday life in Seoul: the scuba wetsuits worn by the fervent windsurfers and jet-skiers of the Han River. The body-conscious lines are contrasted against the voluminous dress codes of skateboarding as surfing’s terrestrial boardsport equivalent.
