louis vuitton seoul

The Jamsugyo Bridge over Seoul's Hangang River is the main stage for Louis Vuitton's Pre-Fall 2023 runway show. Credit: Louis Vuitton

South Korean actress and model Jung HoYeon is not the only connection that Louis Vuitton has to the viral 2021 Netflix series Squid Game. Jung, 28, became a brand ambassador shortly after the success of the show and has opened multiple shows by the maison. For creative director Nicolas Ghesquiere’s first Pre-Fall runway show, the brand has decided to rope in another big name from the TV show: its creator and director Hwang Dong-Hyuk. The acclaimed auteur has taken on the role of creative advisor and is contributing to the scenography of the event, which will be held on April 29 (at 7pm Singapore time) on the Jamsugyo Bridge over the Hangang River and with the iconic YTN Seoul Tower in the background.

Besides the bevvy of Korean stars expected in the audience, Louis Vuitton is turning this outing into an outreach-slash-cultural exchange programme. It has invited 100 fashion students from local schools to witness the show in person. Beyond the runway event, the maison has inked an agreement with Seoul Metropolitan City and the Korea Tourism Organization for various activations to revitalise tourism in the South Korean capital and promote the Hangang River. Among the plans in the works are projects to preserve the natural resources and promote the biodiversity of the waterway; an LV book kiosk on the bridge during the Jamsugyo Bridge Walking Festival; and a photo exhibition.

Pieces from the Pre-Fall 2023 collection will be available for pre-orders exclusively here on louisvuitton.com from May 5, ahead of the launch on May 19