Louis Vuitton got creative to showcase their pre-fall collection. South Korea's most popular bridge, the Jamsugyo Bridge was transformed into a runway to exhibit the pre-fall collection of the brand. The brand also collaborated with Squid Game director Hwang Dong-hyuk who helped put together the event to take it to the next level, literally.
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According to a few reports, the show occurred on the pedestrian-friendly lower deck of the Jamsugyo Bridge in South Korea, which is half a mile in length. While the models walked on the bridge as their ramp, the audience was seated on one side of the bridge. South Korea lit in stunning lights formed the stellar backdrop of the massive event. The entire bridge exuded blue lights.
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Nicolas Ghesquiere, Louis Vuitton's womenswear creative director told the sources, "For Seoulites, the Jamsugyo Bridge is a living monument. It is also a real fictional character that's very present in many films. It's an inspiring place to stage a show. It's a genuine catwalk."
This show marked the first time the brand has held a pre-collection runway show in South Korea. Owing to the rise in K-pop music and the increasing popularity of K-pop singers, global luxury brands are reaching out to South Korea.
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