What does fashion week mean in the digital age? To a new generation of consumers, it might feel as if fashion week is, well, every week of the year. In a nonstop parade of productions around the world, it’s become harder and harder for luxury brands to find a surefire way to stand out – and yet time and time again, Gucci still somehow manages to steal the show.

Staging its Cruise 2024 show at the historic Gyeongbokgung Palace in Seoul, South Korea, the brand brought together House ambassadors from around the world, as well as many of South Korea’s A-list stars (IU, ITZY’s Ryujin and Aespa’s Winter were all there, just to name a few). It’s a testament to both Gucci’s global power and its more localised aims – a show presented in one of the world’s most glitzy and glamorous capitals, spotlighting a collection which takes inspiration from Seoul’s everyday sights and sounds. There was the upscale streetwear which the world has come to expect from the Korean elite, staged side by side with sportswear informed by the house’s luxury codes, a reflection of the contrast between the natural and the urban, the daily reality which pervades life in Seoul.

And then there’s the matter of paying tribute to the collection’s local roots – South Korean artist Ram Han created motifs used all throughout, while Seoul-based composer Jung Jae-il provided the soundtrack for the show. Timeliness is reimagined not as classic pieces which are devoid of temporal placement, but rather items of clothing which evoke specific eras, from silhouettes which call back to the Gucci of the late 1990s to colours which reflect a palette popular in the 2010s. Generational and cultural code switching – the essence of a modern metropolitan woman’s wardrobe.

Related article: Bollywood Darling Alia Bhatt Is Gucci’s First Indian Global Ambassador

Read ahead to see all the celebrities who gathered to watch the Gucci Cruise 2024 show, as well as a closer look at all the clothes in the collection.