Louis Vuitton and Seoul have always had a special relationship. Since the famous French trunk maker’s first store opened there in 1991, the city and its cultural vibrancy have been ongoing sources of inspiration. Seoul hosted the maison’s Volez, Voguez, Voyagez exhibition in 2017, and it’s also the site of Frank Gehry’s remarkable Louis Vuitton Maison Seoul store.
The runway was staged on the lower level of the impressive two-storey Jamsugyo Bridge; the structure’s raw contours created shadows as the sun set and we made our way to our seats. Exposed to an icy wind, we sat wrapped in shawls and clenching hand heaters that were distributed to everyone, the Hangang River roaring below us.
Wearing an electric-blue bomber, a studded-leather trapeze skirt and an XXL belt, South Korean actor and model HoYeon Jung—who’s also the face of Louis Vuitton—opened the show with an assertive gait. Following suit, a steady stream of models revealed a subtle balance between brand fundamentals, futuristic accents, bohemian inspirations and sportswear influences for an ultra contemporary collection. The checkerboard pattern was reinvented and the monogram sized down.