Unveiling Gucci’s Cruise 2024 Collection 

Cosmopolitan conversation is the theme of Gucci’s Cruise 2024 Collection. Set in the ceremonial courtyard of the 14th-century Gyeongbokgung Palace in the heart of Seoul, the collection explores a dialogue between the House’s infamous and engrained heritage and South Korea’s influential impact on today's society through bourgeois streetwear and silhouettes evocative of late 1990’s Gucci designs. 

Iconic colour palettes inspired by the 2010s dressed the runway and styling drawn from an effortless entwine of Korean formal, street and sportswear, harnessing the vibrant hub of heritage, culture, and creativity that South Korea holds. Scuba wetsuits were worn, inspired by the windsurfers and jet skiers of the Han River. Body-conscious lines are juxtaposed with casual dress codes of skateboarding and surfing. 

Another feature of the collection was the study of deconstruction. Detachable sleeves were prominent, and bomber jackets that change into evening skirts and biker jackets that elongated into winter coats were the stars of the show. A-line dresses finished with silk bowed bands draw inspiration from traditional garments, reflecting the customs of South Korean dress. 

See some of our favourite looks below: