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Louis Vuitton will stage a pre-fall runway present on the finish of the month in Seoul as a part of a brand new partnership that goals to spice up tourism to South Korea and capitalise on luxurious’s strengthening connections with Okay-pop.
The French luxurious home, owned by LVMH, has signed an settlement with the Korea Tourism Group and Seoul Metropolitan Authorities to create content material and occasions to advertise town all through 2023. It’s a part of a wider ‘Go to Korea Yr 2023-2024’ tourism initiative introduced by the South Korean authorities, to draw extra foot site visitors, by selling Korean tradition by means of internet hosting particular occasions on the Han River and in different cultural areas.
The present on 29 April, which will likely be Louis Vuitton’s first in South Korea, will happen on the Jamsu Bridge, which crosses the Han River. It additionally marks the model’s first time exhibiting the pre-fall assortment on a runway.
The information was introduced through a press convention on Wednesday in Seoul attended by officers from the Seoul authorities, the Korea Tourism Group and Louis Vuitton Korea, and was first reported by South Korean information company Yonhap. Louis Vuitton and The Korea Tourism Group confirmed the partnership to Vogue Enterprise.
As a part of the settlement, an internet journey information for Seoul and the Han River will likely be accessible on Louis Vuitton’s Metropolis Information app, a listing curated by the model with sections on luxurious hospitality, meals suggestions, must-see landmarks and lesser-known websites in key cities. Earlier in February, Louis Vuitton named South Korean musician and producer J-Hope as its latest home ambassador.
South Korea has grow to be a hotspot in recent times due to a world fascination with Okay-pop stars and normal Korean popular culture, and excessive native and vacationer demand. It emerged as a dependable spot in APAC to realize new clients, whereas neighbours like China have been affected by Covid lockdowns and retailer closures.