Gucci celebrates past for future inspiration with show set for Gyeongbok Palace

Luxury Italian fashion brand Gucci is finally staging a show at Seoul’s Gyeongbok Palace in central Seoul on May 16. Its Cruise 2024 collection show will be held in front of Geunjeongjeon, the main hall of the royal palace that used to hold royal ...

The finale of the Gucci Cosmogonie Cruise 2023 collection held in May at the Castel Del Monte in Italy. [GUCCI]

Luxury Italian fashion brand Gucci is finally staging a show at Seoul’s Gyeongbok Palace in central Seoul on May 16. Its Cruise 2024 collection show will be held in front of Geunjeongjeon, the main hall of the royal palace that used to hold royal ceremonies during the Joseon Dynasty (1392-1910).

It’s not the first time that a luxury fashion house is holding a runway show in Korea. But the anticipation for Gucci’s upcoming show is unusually high as it’s being held in such a historically significant palace.

How did Gucci get the green light from the Cultural Heritage Administration to hold a fashion show inside this national landmark?

It wasn’t easy.

The Italian fashion house has been making numerous efforts since last year to organize the show to be held on the palace grounds.

In fact, it had plans to hold its Cosmogonie Collection Seoul show on Nov. 1 but decided to call it off following the tragic crowd crush that happened over the Halloween weekend in Itaewon, central Seoul. In May 2021, the fashion label opened a flagship store called Gucci Gaok in the area. Gaok is the Korean word for a traditional home.

But Gucci, known for having great respect for cultural heritage around the world, did not give up. It decided to give it another go and knocked on the door of the Cultural Heritage Administration that manages Gyeongbok Palace to once again seek approval. That go-ahead came just in time to celebrate the 25th year since the brand opened its first flagship store in Korea. Gucci’s first boutique opened in Seoul on May 15, 1998.

The Gucci 2024 Cruise collection will be showcased at the Gyeongbok Palace, central Seoul, on May 16. [CULTURAL HERITAGE ADMINISTRATION]

Fashion meets heritage For the past eight years, Gucci has been holding its shows in historically significant places such as Westminster Abbey Cloisters in London, the Palatine Gallery at Pitti Palace in Florence, the Promenade Des Alyscamps in Arles and the Capitoline Museums in Rome — all of which are listed as Unesco World Heritage sites. These stunning locations leave Gucci fans anticipating where upcoming shows will be held, as well as drawing attention to the significance and importance of preserving cultural heritage.

Gucci doesn’t use its fashion shows as mere events to showcase its latest collections. According to the Italian fashion house, it hopes to bring global attention to the history, art and cultural heritage of a local community through such shows and build relationships with the country by supporting the preservation and conservation of such sites.

Gucci’s dedication to cultural heritage is deeply rooted in its brand philosophy of having respect for world heritage and understanding contemporary culture. This philosophy has been the foundation of Gucci's growth into one of the global leaders of luxury fashion in the 102 years since it was established.

Gucci began as a small workshop in Florence, Italy, selling leather goods and luggage, and eventually turned into a brand based on tradition. Many of its collections took inspiration from the brand’s own archives. The fashion house has also been supporting and sponsoring different communities, whether it’s art, music or film, as, according to Gucci, it believes in the power of contemporary culture that’s built on history.

Tuesday’s Cruise 2024 collection set to be shown in Gyeongbok Palace is not just a show presenting a new collection but Gucci’s way of paying homage to the beauty of Korea’s cultural heritage. The brand said it hopes to promote the historical value and the significance of Gyeongbok Palace, which today acts as a center of cultural exchange.

“Gucci was born in Florence, surrounded by history, art and craftsmanship, and from there it began a journey to bring the house’s vision of beauty across the globe. A journey that started in Korea 25 years ago with the opening of our first boutique in Seoul, and grew throughout time, strengthening our relationships with local communities, supporting local talents, and creating a bond between cultures through the preservation of the unique heritage of this country,” Marco Bizzarri, the president and CEO of Gucci said in a statement. “Gyeongbok Palace is one of those wonders of the world that made us feel an instant connection with Korean culture and the people who created it — Florence and Seoul, Italy and Korea, so far away on the map but so close in the creation of wonder. This is why we are honored to present our Gucci Cruise 2024 collection here: celebrating the past, as inspiration for the future.”

The Palatine Gallery at Pitti Palace in Florence became the backdrop for Gucci's Resort 2018 show in May 2017. [GUCCI]

A place of history and culture There’s a reason why Gucci picked Gyeongbok Palace among many other options. The brand seems to understand that Korea receiving global attention as a cultural trendsetter did not happen overnight, but was something that has expanded from its history. Gyeongbok Palace has a tragic past. It was nearly totally demolished during the devastating 35 years of Japan's colonial rule (1910-1945). But through numerous restoration and rebuilding projects, Gyeongbok Palace is now one of Korea’s most symbolic landmarks, an important cultural heritage and a popular cultural attraction visited by travelers from across the globe.

Gyeongbok Palace is a place that clearly shows how the Korean culture that people enjoy today is deeply rooted in its history and heritage and Gucci explained that was one of the reasons why the location was so appealing during a time when the world’s interest in Korean culture is so high.

The name Gyeongbokgung in Korean means “a blessed palace.” It was established in 1395, three years after King Taejo (1335-1408) founded the Joseon Dynasty. Sadly, when Japan invaded Korea in 1592, known as the Imjin War, the palace was destroyed. It was rebuilt in 1867 by Heungseon Daewongun, who was ruling Joseon on behalf of his teenage son King Gojong (1852-1919). At first, Gyeongbok Palace had 755 kans, or rooms, but during the reconstruction, that number increased to 7,700. But again, during the Japanese colonization, 93 percent of the palace was destroyed. In 1990, the Korean government launched the grand-scale Gyeongbok Palace Restoration Project and the 626-year-old palace is in fact, still in the process of being restored to look as close to its appearance during the period of Emperor Gojong’s reign (r.1863-1907).

Gyeongbok Palace has great historical and cultural significance. While other kings resided in Changdeok Palace, King Sejong spent all his life in Gyeongbok Palace, therefore, making it the birthplace of the Korean alphabet hangul and a hotbed of astronomical research. Together with King Sejong, the palace is known as the center of the development of science, literature, and art in the Joseon Dynasty and there is no doubt that Gyeongbok developed its architectural aesthetics and functionality through its reconstruction.

In particular, the main hall Geunjeongjeon, where the show will be held, is where the king officially met his subjects and welcomed foreign envoys, meaning there is no better spot, both symbolically and historically, for an international brand like Gucci to set up a runway.

The Palatine Gallery at Pitti Palace in Florence became the backdrop for Gucci's Resort 2018 show in May 2017. [GUCCI]

Gucci’s three-year commitment Last year, Gucci announced that it will work with the Cultural Heritage Administration and support the conservation and restoration of Gyeongbok Palace for three years.

“Gyeongbok Palace is not only Korea’s main royal palace of the Joseon Dynasty but also a center of great developments in science, literature, architecture, and art, including the creation of hangul and the advancement of astronomy,” said Choi Eung-chon, head of the Cultural Heritage Administration. “We hope the collaboration with Gucci will help the world discover the true charm of Gyeongbok Palace, where the past and present coexist.”

BY YOON KYUNG-HEE [kjdculture@joongang.co.kr]