In the heart of South Korea’s dynamic capital city and against the backdrop of iconic Jamsugyo Bridge, Louis Vuitton will reveal its Women’s Prefall 2023 collection, marking the next chapter in a strong, longstanding relationship between the Maison and South Korea. 

Steeped in tradition and innovation – with the ‘Art of Travel’ at its core – Louis Vuitton has staged shows across the globe at world-renowned locations and landmarks of architectural significance, paying homage to exceptional design and local culture. The Maison’s latest touchdown in Seoul brings guests and global viewers alike to this buzzing metropolis where 600 years of history meets the forefront of cutting-edge innovation. Since Louis Vuitton’s first store opening in Seoul in 1991, the city and 

its cultural vibrancy have been ongoing sources of inspiration. A stop for the Maison’s “Volez, Voguez, Voyagez” exhibition in 2017; a constant across the Louis Vuitton literary editions, and the site of Frank Gehry’s remarkable Louis Vuitton Maison Seoul with its highly anticipated restaurant pop-ups, the relationship between brand and city continues to expand and be nurtured. Indeed, at the heart of this city lies the Hangang River, encapsulating the essence of Seoul; a space where the past, present, and future converge in perfect flowing accord. 

“I am thrilled to have Louis Vuitton’s first ever Prefall fashion show in the vibrant capital city of Seoul, showcasing Artistic Director Nicolas Ghesquière’s vision for the collection. A cultural hub that continues to draw global attention, Seoul shares a common spirit with Louis Vuitton for pioneering the future, reimagining creativity and nurturing savoir-faire. Presenting the collection on the iconic Jamsugyo Bridge over the Hangang River beautifully captures Louis Vuitton’s long-standing relationship and shared values with this cosmopolitan city.”

remarks Pietro Beccari, Chairman and CEO of Louis Vuitton. 

In harmony with 2023-2024 Visit Korea Year, Louis Vuitton’s Prefall show will be an inclusive cultural event, providing a unique and unforgettable experience for guests and international audiences alike. In addition to those attending, the show will be streamed live globally on Louis Vuitton social channels and on public screens across Seoul. Moreover, the Maison is extending 100 invitations to local fashion students to experience the show up close. In the spirit of creative collaboration dear to Nicolas Ghesquière – Artistic Director of Women’s Collections – the acclaimed film director, Hwang Dong-Hyuk – renowned for Netflix original series ‘Squid Game’ – will participate in the show scenography as Creative Advisor. The collaboration with esteemed Korean talent further exemplifies the will of Louis Vuitton to highlight and showcase local culture and artistic excellence on a global scale.

Looking beyond the show, Louis Vuitton will continue to promote the beauty of Seoul and the uniqueness of the Hangang River to the world through various upcoming activations. This is marked by the signing of a strategic partnership agreement (MOU) with Seoul Metropolitan City and the Korea Tourism Organization. Firstly, Louis Vuitton will work closely with the Seoul Metropolitan Government to promote this unique waterway. Through this strategic partnership with the city, Louis Vuitton will engage in various short-term and long-term projects to take the lead in preserving natural resources of Hangang River and improving biodiversity. Furthermore, Louis Vuitton also plans to include Hangang River-related content in the Seoul edition of its City Guide collection, and install a book kiosk at the Jamsugyo Bridge Walking Festival. Finally, Louis Vuitton and Korea Tourism Organization will collaborate on a number of projects to promote Seoul and revitalize tourism, including a photo exhibition of the Fashion Eye collection featuring Seoul, and developing content introducing Seoul to the world. 

“The partnership agreement is a great opportunity to share the beauty of the Hangang, Seoul’s representative tourism resource with infinite potential, with the world. Based on the know-how and expertise of the Korea Tourism Organization and Louis Vuitton Korea, we will make 2023 the year of a new leap forward in Seoul tourism, opening  the era of 30 million overseas tourists,”

said Kim Eui-seung, deputy mayor of the Seoul Metropolitan Government. 

“Korea’s unique K-content is capturing the hearts of global consumers. The various cultural and artistic events held during the Visit Korea Year will showcase Korea’s cultural identity and sincerity. The three-party partnership with Louis Vuitton and Seoul City is an excellent opportunity to promote Korea’s charm to the world, and we hope to garner meaningful results from this partnership,”

added Lee Jae-hwan, vice president of Korea Tourism Organization.