Louis Vuitton creates a striking moment on Jamsugyo bridge with its first Prefall show

Louis Vuitton unveiled its Prefall 2023 women’s collection with a masterful tribute to the Maison’s long relationship with South Korea. In the heart of the country’s capital, Nicolas Ghesquière, Artistic Director for Louis Vuitton women’s collections, transformed the landmark Jamsugyo Bridge into a catwalk for a collection that honors Seoul’s vibrant culture and pioneering spirit. 

“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. The collection is being presented on the iconic Jamsugyo Bridge, spanning the Hangang river, emblematic of the longstanding relationship Louis Vuitton has with Seoul and their shared values.” — Pietro Beccari, Chairman and Chief Executive Officer of Louis Vuitton

With a set by Squid Game director Dong-Hyuk proposing a gambit of light and watery illusion, the Prefall 2023 collection was a creative flow back and forth, exploring the very foundations of the Maison. Its origins as a trunkmaker established principles that serve as catalysts for clothing, notably black and white Damier checkerboard prints on billowing pants, waisted dresses and trapeze dresses. The wardrobe also featured biker jackets and colorfully striped suits with layered fabrics.

This living work of architecture is in elegant harmony with the water’s whims. The show fittingly kicked off a strategic partnership between the city of Seoul and Louis Vuitton, which has pledged to help preserve the biodiversity of the Hangang River. The Maison will also partner with the Korea Tourism Organization to revitalize local tourism.