The Gucci Cruise 2024 collection explores different dress codes that express different cultural conversations. With this collection the Brand wants to express a stylistic language shared by a digitally connected generation despite the distance in continents.

The collection reflects different global communities by dwelling on the dialogue between the Maison’s heritage and the South Korean impact that influences it today.
Gucci Cruise 2024 comprehensively expresses Gucci’s uniqueness and creative heritage, developed by designers and artisans from diverse backgrounds.
The fashion show was held in the ceremonial courtyard of the 14th-century Gyeongbokgung Palace, located in the heart of Seoul. The courtyard, an historic and ancient beauty, is surrounded by the futuristic skyline of the capital city; a setting that perfectly represents the interchange between tradition and revolution that the Brand wants to portray. The silhouettes evoke and hark back to the Gucci of the late 1990s, but the looks manifest a major generational shift, which is characterized by metropolitan dressing: the materials and techniques of the formal wardrobe are interchanged with those of sportswear and casual wear.
Gucci calls these pairings a kind of bourgeois streetwear, where the sleeker lines of clothes alternate with bulkier dress codes, types from the world of skateboarding.

In the collection we also see references to the garments of local tradition and culture, A-line dresses and several models feature silk bands with bows.
Bags are revisited and thought of in a contemporary and distinctive way: leather Horsebit Chains appear deformed or narrowed in shape; the memory of a Horsebit is evoked in the embossed leather of a men’s bag. Minimalist Gucci bags from the archive are reinterpreted in colorful scuba and ornamental adaptations. The Horsebit Chain bag, with its rounded trapezoidal shape, resurfaces in precious iridescent leather.

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