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A celebration of creativity, culture, and collaboration, the historic landmark of Jamsugyo Bridge in Seoul's Hangang river provided the perfect backdrop for the fashion house's first-ever Prefall fashion show, which marked another significant milestone in the longstanding relationship between Louis Vuitton and South Korea.

Artistic Director Nicolas Ghesquière's vision for the collection was on full display, with the show capturing the essence of Seoul's vibrant culture. A fusion of rich history, cutting-edge innovation, and the unique charm of Korean culture, Seoul keeps captivating global audiences. From traditional temples and palaces to modern skyscrapers and street food, Seoul offers a vibrant mix of art, music and fashion. The city's love for technology and pop culture has also put it at the forefront of the global entertainment industry, making it a hub for creativity and innovation. Overall, Seoul's culture is a dynamic and colourful tapestry that continues to evolve and inspire.

Since Louis Vuitton’s first store opening in Seoul back in 1991, the city and its cultural vibrancy have been ongoing sources of inspiration for the French Maison. At the heart of the buzzing metropolis lies the Hangang River, encapsulating the essence of Seoul; a space where the past, present, and future converge in perfect flowing accord making it a perfect location for the Louis Vuitton Prefall show. Pietro Beccari, Chairman, and CEO of Louis Vuitton expressed his excitement for the pre-fall show emphasizing the city's shared values with the fashion house. Beccari noted that Seoul is a cultural hub that continues to draw global attention, just like Louis Vuitton, which is a pioneer in creativity and savoir-faire.

The Prefall show was more than just a fashion event; it was an inclusive cultural experience that was open to all. The show was streamed live globally on Louis Vuitton's social media channels and public screens across Seoul. Additionally, the fashion house extended one hundred invitations to local fashion students to experience the show up close. Louis Vuitton's collaboration with esteemed Korean talent was another highlight of the show. Acclaimed film director, Hwang Dong-Hyuk, known for the Netflix original series Squid Game, participated in the show's scenography as Creative Advisor, reflecting Nicolas Ghesquière's vision for creative collaboration.

Beyond the show, Louis Vuitton has committed to promoting the beauty of Seoul and the uniqueness of the Hangang River through various upcoming activations. The fashion house signed a strategic partnership agreement (MOU) with Seoul Metropolitan City and the Korea Tourism Organisation to work on short-term and long-term projects to preserve the natural resources of the Hangang River, promote Seoul's waterways, improve bio-diversity and revitalise tourism in the city. Furthermore, Louis Vuitton also plans to include Hangang River-related content in the Seoul edition of its City Guide collection, and install a book kiosk at the Jamsugyo Bridge Walking Festival. “The partnership agreement is a great opportunity to share the beauty of the Hangang, Seoul's representative tourism resource with infinite potential, with the world” says Kim Eui-seung, deputy mayor of the Seoul Metropolitan Government.

Nur Rezai-Mah

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