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Is Gucci seeking South Korean star power too? A recent Seoul fashion show saw NewJeans member Hanni sitting front row as the luxury brand courts crucial Asian consumers
STORYBloomberg
- The Italian label’s parent company Kering only saw a slight rise in sales this year while competitors LVMH and Hermès boasted much more – Louis Vuitton recently had a show in Seoul too
- Shoppers are bored of former creative director Alessandro Michele’s designs, but new head Sabato de Sarno’s work will only debut at the upcoming Milan Fashion Week
Gucci hosted its first fashion show in Seoul in at least eight years as the label seeks to capitalise on South Korea’s rising cultural cachet while courting luxury consumers in the crucial Asian market.
The brand, owned by Kering SA, held its show in the courtyard of the Gyeongbokgung Palace in central Seoul. The evening spectacle featured the music of the Oscar-winning Korean movie Parasite, traditional drumming and flashing lights reflecting off stone floors.
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South Korea – the biggest market for luxury goods on a per capita basis in 2022 – has become a magnet for global brands. Last month, LVMH’s largest label, Louis Vuitton, also held a fashion show in Seoul.
This was Gucci’s first show in Korea since Marco Bizzarri became the label’s chief executive officer in 2015. The Italian label generated around nine per cent of its retail sales to Koreans last year, Morgan Stanley estimated. Actress Saoirse Ronan and K-pop star Hanni – a member of the group NewJeans – were among VIP guests at the show.
In the cruise show, the brand veered from retro-futuristic garb like silver metal jackets reminiscent of a 1970s take on the future to streetwear styles, including a model sporting baggy black trousers and a Gucci briefcase carrying a skateboard. Gucci’s familiar GG canvas pattern featured prominently on tops and handbags.
Kering has struggled in the past few years as Gucci’s appeal has waned among shoppers who are tired of the designs by Gucci’s former creative director Alessandro Michele who left in November.
