Louis Vuitton showcased its pre-fall collection on Saturday by turning the Jamsugyo Bridge over the Han River into a massive runway. The luxury fashion house presented its latest collection of chunky black-and-white loafers and sandals, large colorful bags, and smaller logo-adorned ones, accompanied by music as models walked down the bridge. The audience included K-pop stars, such as Taeyeon from Girls’ Generation, members of Le Sserafim and Yeji from ITZY, and celebrities like Chloë Grace Moretz, Jaden Smith, and “Squid Game” director Hwang Dong-hyuk.
The show kicked off with traditional Korean music before the lighting transformed the bridge into an eerie blue. This was Louis Vuitton’s first show in South Korea, and global luxury brands have been eager to expand into the country due to the rising popularity of K-pop music and the growing global interest in South Korean film and television projects.
Photo: Lee Jin-man/AP
