'Squid Game' Director Announced as Creative Advisor for Upcoming Louis Vuitton Pre-Fall 2023 Seoul Show
To be taking place on the Jamsugyo Bridge that spans the Hangang River.
Louis Vuitton is currently getting ready to showcase designer Nicolas Ghesquière‘s first Pre-Fall show for the French luxury brand.
The Pre-Fall 2023 show is set to take place in Seoul, South Korea at the end of the month, after sunset on the Jamsugyo Bridge, looking over the Hangang River. WWD reveals that critically acclaimed Squid Game director, Hwang Dong-hyuk will act as the creative advisor of the show’s scenography.
The show in Seoul will also mark the first time the double-decker bridge acts as a location for a fashion show. Louis Vuitton’s choice to show its upcoming collection in Seoul kicks off a series of activations and initiatives that luxury giants and the government have partnered together to promote Korea. New Louis Vuitton CEO Pietro Beccar called Seoul a “cultural hub that continues to draw global attention” and added that the vibrant city, “shares a common spirit with Louis Vuitton for pioneering the future, reimagining creativity and nurturing savoir-faire.”
In regards to the creative partnership between Ghesquière and Hwang, Louis Vuitton described to WWD that Hwang is “the spirit of creative collaboration” and will aid in “the will of Louis Vuitton to highlight and showcase local culture and artistic excellence on a global scale.” The upcoming show will see Ghesquière collaborate with French artist Philippe Parreno. The show comes as a part of Louis Vuitton’s strategic partnership with Seoul Metropolitan City and the Korea Tourism Organization. With a long history with South Korea, opening its first boutique in Seoul’s Gangnam district in 1991, Vuitton has previously launched its “Volez, Voguez, Voyagez” exhibition in the city in 2017. Ho Yeon Jung became one of LV’s global ambassadors after her breakout role in Squid Games, leading a series of major Korean stars’ appearances in the brand’s ads.
Louis Vuitton plans to invite 100 local fashion students among the 1,600 guests to the show. The Louis Vuitton Pre-Fall 2023 show is set for April 29, after sunset on the Jamsugyo Bridge.
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