Gucci’s decision to host its Cruise 2024 show at Gyeongbokgung Palace has undoubtedly amassed quite the buzz since its first announcement in 2023. It all makes perfect sense as Seoul has quickly become the epicentre of pop culture and fashion. Hallyu is the term coined for this cultural phenomenon (which translates to Korean Wave), where Korean culture, be it K-pop, film, TV drama, fashion or lifestyle, takes over the world. So, Gucci hosted a cast of top Korean celebrities as its global ambassadors including IU, Lee Jung-jae, New Jeans’ Hanni, EXO’s Kai and Shin Mina for this magical show.
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