On a frigid Saturday night, luxury brand Louis Vuitton turned Seoul's Jamsugyo Bridge into a spectacular outdoor runway, underscoring South Korea's standing as a global fashion power.
In front of a star-studded audience, the French label held its first womenswear presentation in the nation and debuted its Pre-fall 2023 collection by sending dozens of models across the Han River.
Since Louis Vuitton has never previously unveiled a Pre-fall collection via a runway show, the occasion was significant for the brand.
Pre-fall designs are frequently more commercial than Spring-Summer or Fall-Winter collections, therefore they are typically marketed through glossy campaign pictures. They occur outside the traditional Fashion Week calendar.
But Seoul itself also reached a new high with this. Despite South Korea's booming luxury market, its capital has yet to establish itself as a regular stop on the busy schedule of the fashion industry.
The anticipation for Saturday's performance was so high that city center giant screens broadcast the proceedings live to onlookers.
The new collection, which the Maison dubbed a "tale of to and fro" and "transformation," was diverse in both style and material, with vivid, primary-colored jackets tucked into A-line studded miniskirts.
Looser, flowier silhouettes produced a hint of romance in other places. Jung Hoyeon, a model and "Squid Game" celebrity, opened the performance.
The Seoul government and the Korea Tourism Organization have agreed to a long-term alliance with Louis Vuitton.
The program is a component of a significant effort to promote the city and the river that runs through it. The venue provided a beautiful backdrop with the cityscape lit up in the distance, with the audience facing out towards the river and the runway itself only a few feet from the bridge railings.
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