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.
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.
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.
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.