Louis Vuitton’s Nicolas Ghesquière Transformed Seoul Into a Mesmerizing Catwalk

Louis Vuitton on the iconic Jamsugyo Bridge in Seoul.

Louis Vuitton creates a striking moment on Jamsugyo bridge with its first Prefall show.

Louis Vuitton unveiled its Prefall 2023 women’s collection with a masterful tribute to the Maison’s long relationship with South Korea. In the heart of the country’s capital, Nicolas Ghesquière, Artistic Director for Louis Vuitton women’s collections, transformed the landmark Jamsugyo Bridge into a catwalk for a collection that honors Seoul’s vibrant culture and pioneering spirit.

Louis Vuitton, the renowned luxury fashion brand, recently made a remarkable statement with its first Prefall show, unveiling the Prefall 2023 women’s collection in an extraordinary manner. Taking place on Seoul’s iconic Jamsugyo Bridge, the event paid homage to Louis Vuitton’s longstanding relationship with South Korea while celebrating the vibrant culture and pioneering spirit of the city.

Nicolas Ghesquière, the Artistic Director for Louis Vuitton women’s collections, orchestrated a breathtaking transformation of the bridge into a mesmerizing catwalk. This unique location provided the perfect backdrop for showcasing Ghesquière’s visionary collection, which elegantly merged the Maison’s heritage with contemporary fashion trends.

“I am thrilled to have Louis Vuitton’s first-ever Prefall fashion show in the vibrant capital city of Seoul, showcasing artistic director Nicolas Ghesquière’s vision for the collection. A cultural hub that continues to draw global attention, Seoul shares a common spirit with Louis Vuitton for pioneering the future, reimagining creativity, and nurturing savoir-faire. The collection is being presented on the iconic Jamsugyo Bridge, spanning the Hangang river, emblematic of the longstanding relationship Louis Vuitton has with Seoul and their shared values.” — Pietro Beccari, Chairman and Chief Executive Officer of Louis Vuitton.

Seoul, the bustling capital of South Korea, was a fitting choice for Louis Vuitton’s inaugural Prefall fashion show. The city has gained global recognition as a thriving cultural hub, renowned for its forward-thinking mindset and creative energy. In many ways, Seoul shares a common spirit with Louis Vuitton, both entities constantly pushing boundaries, reimagining creativity, and embracing the spirit of innovation. The show’s location on the Jamsugyo Bridge, spanning the majestic Hangang River, symbolized the enduring relationship between Louis Vuitton and Seoul, showcasing their shared values and deep connection.

The show’s set, created by Dong-Hyuk, the director of the hit series “Squid Game,” added an intriguing and ethereal element to the event. With a play of lights and watery illusions, the set design created a captivating atmosphere that perfectly complemented the collection. The Prefall 2023 collection itself paid homage to Louis Vuitton’s roots as a trunkmaker, with nods to the Maison’s iconic Damier checkerboard print adorning billowing pants, waisted dresses, and trapeze dresses. The wardrobe also featured edgy biker jackets and vibrantly striped suits with layered fabrics, combining classic elegance with contemporary flair.

Beyond the stunning fashion presentation, the event marked the beginning of a strategic partnership between Louis Vuitton and the city of Seoul. Recognizing the importance of preserving the environment, Louis Vuitton pledged its support to safeguard the biodiversity of the Hangang River. This commitment reflects the brand’s dedication to sustainable practices and responsible luxury. Additionally, Louis Vuitton will collaborate with the Korea Tourism Organization to promote and revitalize local tourism, further emphasizing the brand’s desire to not only create exceptional fashion experiences but also contribute positively to the communities it engages with.

Louis Vuitton’s Prefall show in Seoul serves as a testament to the brand’s unwavering commitment to creativity, craftsmanship, and innovation. By combining the rich cultural heritage of South Korea with Louis Vuitton’s timeless elegance, the event created a unique and unforgettable experience. Through its strategic partnerships and environmental initiatives, Louis Vuitton not only celebrates Seoul as a luxury travel destination but also reinforces its position as a responsible global luxury brand.

South Korea, as a whole, has seen a rise in its UHNWI population in recent years. The country’s rapid economic development, particularly in sectors such as technology, manufacturing, and finance, has created wealth and opportunities for high-net-worth individuals. Additionally, South Korea is home to several global conglomerates and has a strong entrepreneurial culture, which further contributes to the UHNWI population.