The Gyeongbokgung Palace in Seoul, Korea will be staging Gucci's Cruise 2024 Show later today and many celebrities will be in attendance, including Bollywood star Alia Bhatt, the brand's latest global and first Indian ambassador. Dakota Johnson and Harry Styles, Gucci's other brand ambassadors, and NewJeans Hanni, Shin Min-ah, and IU will also make an appearance. The show was initially scheduled for May 15, as it marks 25 years since Gucci opened its first store in the country in 1998. The show will be held in front of Geunjeongjeon, the main hall of the Gyeongbokgung Palace to fuse tradition with modern aesthetics in the backdrop of one of fashion's biggest moments. According to The Korean Herald, the brand said that it hopes to promote the historical value and significance of Gyeongbokgung Palace through this show and can't wait to discover more about this architectural marvel. They also plan to spread the historical value and the beauty of Gyeongbokgung through the fashion show.
Gucci has been holding its shows in historically significant places which are listed as Unesco World Heritage sites, such as Westminster Abbey Cloisters in London, the Palatine Gallery at Pitti Palace in Florence, the Promenade Des Alyscamps in Arles, and the Capitoline Museums in Rome, for the past eight years. Owing to the fashion house's history of picking grand stages with architectural relevance, fashion enthusiasts from the world over anticipate the brand's upcoming shows with bated breath.
Marco Bizzarri, president and chief executive officer of Gucci said, "Gucci was born in Florence, surrounded by history, art, and craftsmanship, and from there, it began a journey to bring the house's vision of beauty across the globe,"
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The Gyeongbokung Palace was built in 1395 and it was not only the main royal palace of the Joseon Dynasty, but also a centre of great developments in science, literature, architecture, and art. This hall is known for being the prime venue for royal ceremonies and for receiving foreign dignitaries under the rule of the Joseon Dynasty. It is the largest of five palaces which will set the stage for a grand show. Alia Bhatt recently shared her invite to the show and was seen dressed in all denim as she jetted off to this glorious venue.
The premises were once destroyed by fire during the Imjin War which took place from 1592 to 1598. All of the palace buildings were later restored under the leadership of Heungseon Daewongun during the reign of King Gojong in the 18th century. The architecture including the dias and stone structures of the Palace is representative of the art style of their time.
The Palace was designated as a historic site on January 21, 1963. King Sejong spent all his life in Gyeongbokgung Palace, making it the birthplace of the Korean alphabet hangul and astronomical research. The palace is known as the centre of the development of science, literature, and art in the Joseon Dynasty. Gyeongbok undoubtedly developed its architectural aesthetics and functionality through its reconstruction to make it one of the most prominent architectural marvels of Asia.
Today, Gyeongbokgung Palace is a place that signifies the Korean culture that people enjoy today. It is deeply rooted in its history and heritage and is one of the reasons why Gucci found the palace so appealing. This also comes at a time when the Korean influence is so highly grasped across the world. In the wake of this very influence, many European fashion houses are turning East to not just look for inspiration but to also embrace the culture this beautiful country has to offer. We last saw it with Louis Vuitton who turned the massive Jamsugyo Bridge in Seoul into one giant runway for their show.
The Cruise 2024 collection set to be shown in Gyeongbokgung Palace is not just a show presenting a new collection but the brand's way of paying homage to the beauty of Korea's cultural heritage and continuing this 25-year relationship into one of many millenniums.Comments
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