Italian Luxury house GUCCI unveiled its Cruise 2024 Collection, that fuses the brand’s heritage and South Korean culture, on May 16th, at Gyeongbokgung Palace in Seoul. The collection reflects the global community at the heart of Gucci itself, a century-old creative legacy now evolved by designers and artisans of various backgrounds, who each reimagined the brand’s codes through their own individual and cultural gazes. The late 1990 silhouettes are reinterpreted in the colour palette of the 2010s. Every look reflect a form of hybridization. Bourgeois ‘streetwear’ is mixed with sportswear inspired by everyday life in Seoul. The body-conscious lines contrast with skateboarding’s voluminous dress codes. The hybridization inspires a study of deconstruction. Detachable sleeves serve as embellishments, and zips allow trousers to expand in shape. The bomber jacket becomes an evening skirt, while the biker jacket becomes a coat. A-line dresses are inspired by traditional local clothing. The House’s signature triband The Gucci Web adorns objects in enlarged form. The collection is animated by the South Korean artist Ram Han’s hypersensory biomorphic patterns.
Discover every look from the collection in gallery below:
