The Bridge Of Life: Luxury Brand Teams Up With Squid Game Director

This luxury brand is teaming up with Squid Game creator for their pre-fall runway show that will take place on the famous double-decker bridge in Korea.

Nicolas Ghesquière, the artistic director of women’s collections at Louis Vuitton since 2013, will team up with director-producer Hwang Dong-hyuk for the first pre-fall runway show for Louis Vuitton and it will take place on the Jamsugyo Bridge over the Hangang River. The Hangang River today provides water to millions of South Koreans and is an epicenter of leisure activities in Seoul.

The Jamsugyo Bridge korea
The Jamsugyo Bridge/Photo via Instagram @koreanearandfar

The Creative Collaboration

Ghesquière, being one of the most forward-thinking fashion designers in the world, was believed to have been appointed to re-energize and re-elevate Louis Vuitton’s fashion offering — a task in which he has largely succeeded in.

Meanwhile, Hwang is best known for creating the 2021 Netflix survival drama series “Squid Game,” he was named as one of the 100 most influential people in the world in 2022 according to Time. Hwang’s success stems from his ability to put a light on the feelings of the characters and build convincing lives for the audiences to see.

READ ALSO: Squid Game, But Make It Fashion: Bottega Veneta’s ‘The Maze’ Is A Surprise Art Installation In Seoul

Photo via Twitter @squidgame

Hwang will serve as the creative adviser on the scenography and his collaboration with Ghesquière is characterized as being “in the spirit of creative collaboration,” and reflecting “the will of Louis Vuitton to highlight and showcase local culture and artistic excellence on a global scale.”

A Strategic Partnership

This will be the very first time that the Jamsugyo Bridge will host a fashion show, it will promote Korea and the bridge as one of the most beloved and scenic elements of Seoul. The government of South Korea declared 2023-2024 a Visit Korea Year, orchestrating various events, promotions, and travel packages. 

Vuitton partnered with the Seoul Metropolitan City and the Korea Tourism Organization to promote the Hangang River. Vuitton plans to collaborate on a number of projects to promote Seoul and revitalize its tourism. The project includes a photo exhibition and a plan to add attractions to the Seoul edition of the Louis Vuitton City Guide by installing a book kiosk at the bridge. 

The CEO of Vuitton, Pietro Beccari, referred to Seoul as a ‘cultural hub’ that aligns with the brand’s values of creativity, innovation, and expertise. The upcoming show is described as a globally significant event that recognizes local talents and communities and celebrates inclusivity.

Banner Photo via Twitter @LouisVuitton.

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