IN PHOTOS: Gyeongbokgung Palace in Seoul

The South Korean monument got catapulted into the zeitgeist anew, thanks to Gucci’s Cruise 2024 collection.

Fashion savants were abuzz Tuesday night when Gucci held its Cruise 2024 collection at the iconic Gyeongbokgung Palace. The luxury brand transformed the royal courtyard into runways, illuminating the palace with flashing lights and setting the imperial ambiance with resounding drums.

The event was historic for both Seoul and the Italian fashion house. Gucci now holds the honor of being the first fashion brand to stage a show in the historical and cultural landmark—the seat of the Joseon Dynasty, which defined much of modern South Korea’s customs, norms, etiquette, and language conventions, among others.

Gyeongbokgung Palace Seoul Korea
Aside from touring the palace grounds, visitors at Gyeongbokgung Palace may elevate their experience by donning traditional garb. PHOTO: Unsplash
Gucci Cruise 2024 livestream showcasing Gyeongbokgung Palace at night
A still from the Gucci Cruise 2024 livestream showcasing Gyeongbokgung Palace at night. Tradition meets modernity with Seoul’s urban cityscape surrounding the historic location. Screenshot from Gucci/YouTube

Gyeongbokgung Palace was completed in 1395, three years after the founding of the almost-500-year Joseon Dynasty by King Taejo (Yi Seong-gye). The capital of the dynasty had just moved then from Gaeseong to Hanyang (now called Seoul), and Gyeongbokgung—the “Palace Greatly Blessed by Heaven”—was built right at the heart of the locale in accordance to the geomancy practices at the time.

Several invasions over the past few centuries saw Gyeongbokgung Palace fall into various cycles of repair and disarray, with restoration efforts still ongoing to this day. One of the more scenic locations is Geunjeongjeon, the main palace hall that hosted royal ceremonies and received foreign dignitaries during the Joseon Dynasty.

Gucci’s Cruise 2024 collection debuted on the royal palace’s grounds, casting the spotlight on the house’s efforts to “sustain, preserve, and promote cultural and artistic sites by supporting the conservation and restoration of Gyeongbokgung Palace,” according to their website.

Currently, on top of its existing and restored structures, Gyeongbokgung Palace hosts the National Palace Museum and National Folk Museum of Korea. Tours are also offered across several locations within the palace grounds, including the main hall, Changdeokgung Palace, Changgyeonggung Palace, Deoksugung Palace and Jongmyo Shrine, among other places of interest.

Gyeongbokgung Palace's gates, Seoul Korea
EXO’s KAI, one of Gucci’s global brand ambassadors, stands in front of one of Gyeongbokgung Palace’s gates. Watch the full film via this link. Photo courtesy of Gucci.

The official website of the Gyeongbokgung Palace Management Office presents comprehensive information on tour schedules, amenities, building details, and other valuable details for prospective visitors. Visit their official website for more information.

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