Louis Vuitton takes a flight to Seoul, South Korea on the 29th of April to showcase their Women’s Pre-Fall collection
The British Invasion—the global phenomenon that changed the course of fashion in the 60s. It was all about the revolution from the youth and their expressive attitude towards fashion and culture. But to keep it within the realm of fashion, it’s how the miniskirt of Dame Mary Quant came to be, as well as the punk rock aesthetic Vivienne Westwood introduced—all of which are still very much alive in the industry today.
Years after the British Invasion comes the ever-so-present impact of Korean culture, also known as the Hallyu Wave. This is very much evident as K-Fashion and K-Pop influence the global industry with their distinct identity, and we see this materialize once again as Louis Vuitton holds their first show at the iconic Jamsugyo Bridge in Seoul.
The rise of Korean content in the global landscape can be traced back during the pandemic. Granted, their presence was already felt with their quick production of K-Pop groups and K-Dramas, but the impact wasn’t as severe when the world was on lockdown. That’s why it’s no surprise to see many fashion houses place the hottest stars of K-Pop under their wings. For Louis Vuitton, they currently have Hyein from NewJeans and J-Hope of BTS as their global ambassadors, and a constant model for them is none other than award-winning Squid Game actress, Jung Hoyeon.
Now, the French house is heading their way to Seoul to present their Women’s Pre Fall 2023 collection—a mark in the luxury brand’s outstanding history. It’s a show that is very much anticipated worldwide as they stage it at the long Jamsugyo Bridge on the 29th. Louis Vuitton is expecting around 1,500 guests and they even extended their invitation to 100 local fashion students to experience the show.
This particular runway transcends the fashion industry and it goes to show the strong bond between Louis Vuitton and Seoul that they built up over the years. It’s a celebration of the culture that the city shared over the world, and they’ll even execute the show with the critically acclaimed film director, Hwang Dong-Hyuk.
As we slowly inch towards the runway, there is no doubt that it’s already the most talked about in the fashion industry as arts, culture, fashion, and film all collaborate to present a show of such grandeur and passion.
Photos: LOUIS VUITTON and NEWJEANS (via Instagram)
