Gucci’s widely-anticipated Cruise 2024 resort collection— showcased on May 16 at the courtyard of Gyeongbokgung, the former royal palace in Seoul —raises a toast to the Italian fashion giant’s creative legacy, with the spotlight on everyday fashion expressed in the streets of Seoul. Blending the best of two worlds: bourgeois streetwear and sportswear, the extravagant runway gig also marked an important milestone for the brand: a celebration of Gucci’s arrival in Seoul 25 years ago via its first flagship store.

A soundtrack of the Oscar-winning South Korean movie Parasite played in the backdrop amped up the energy of the space, instantly transporting guests (and virtual attendees) to the bylanes of Seoul. Against the backdrop of the city’s futuristic skyline, models sashayed down in outfits that mirrored a sharp dialogue of deconstruction and playfulness. Needless to say, we stole a glimpse of Gucci’s newly-appointed brand ambassador Alia Bhatt seated in the front row, which was graced by an ensemble of global faces— representing both South Korea and various corners of the globe. 

Reminiscent of the late 1990s, albeit with a modern twist, the cruise collection features silhouettes and designs that take us back in time, with hues picked straight from 2010. Case in point: wide-leg trousers that come with a slit at the knees, belted coats, fur coats, and baggy T-shirts among many others. With due emphasis on hybridization, highlights of the line include detachable sleeves and zippers that can change the shape of pants. What’s more, the classic bomber jacket transforms into a fancy evening skirt, much like the biker jacket that changes into an elongated coat and the like.

Lastly, the cruise collection also introduces a reinterpretation of minimalist Gucci bags from the brand’s archive, infused with a vibrant twist. Scuba fabric and ornamental embellishments breathe new life into these iconic pieces, adding a pop of colour and texture. Among the highlights is the revived Horsebit Chain bag, now transformed into a rounded trapezoid shape and crafted in iridescent and precious leather, capturing the essence of luxury and innovation. 

Gucci also prepares itself for an important update this year: the luxury fashion house’s newly-appointed creative director Sabato de Sarno will be presenting his first collection in September.