The upcoming Louis Vuitton show is set to unfold on the Jamsu Bridge in Seoul after sunset on April 29, with Hwang Dong-hyuk, the acclaimed director of Squid Game, serving as a creative consultant for the scenography. This collaboration marks a bold infusion of cinematic storytelling into the fashion experience, turning the runway into a living stage where light, texture, and movement converge to tell a shared narrative about culture, craft, and modern luxury. Sources familiar with the brand’s planning describe the event as a carefully choreographed moment that invites guests to witness fashion as an evolving performance rather than a static presentation.
Pietro Beccari, Louis Vuitton’s Chairman and CEO, has highlighted Seoul as a long-standing cultural crossroads that continually captures global attention. He notes that the city is a cosmopolitan hub whose energy resonates with Louis Vuitton’s own emphasis on innovation, rediscovery of creativity, and sharpening of design instincts. In this framing, Seoul is not merely a backdrop but a partner in creative exploration, helping to illuminate the brand’s ongoing mission to blend local cultural vitality with international reach. (Source: Fashion Industry Brief)
The collaboration between Nicolas Ghesquière, Louis Vuitton Women’s Creative Director, and Hwang Dong-hyuk embodies the brand’s commitment to elevating local culture and artistic excellence on a worldwide stage. The project will also extend an educational opportunity, inviting 100 local design students from a field of 1,600 guests to participate in the fashion moment. This approach mirrors Louis Vuitton’s practice of weaving fresh talents into high-profile presentations, reinforcing a bridge between emerging practice and established craftsmanship. (Source: Industry Coverage)
Ghesquière previously worked with French artist Philippe Parreno for a recent Paris showcase, continuing Louis Vuitton’s pattern of collaboration with cutting-edge contemporary artists to shape the expressive language of its collections. Parreno’s involvement has historically brought a dynamic, multimedia sensibility to the brand’s runway experiences, emphasizing narrative depth and visual experimentation that resonate with modern audiences. (Source: Fashion Collaboration Reports)
Past coverage noted that Gisele Bündchen appeared in a jewelry campaign for Vivara, illustrating the brand’s broader engagement with prominent figures across fashion and accessories. Such associations highlight Louis Vuitton’s strategy of blending high-profile representation with creative storytelling to amplify its luxury identity and cultural relevance. (Source: Industry Reporting)