As Indian actresses are getting acknowledged internationally by luxury fashion brands with Alia Bhatt being announced as the global brand ambassador of Gucci, we bring to you some key looks from the #Guccicruise23 collection. Yes, the very same one that the actress attended in South Korea.

Alia Bhatt with Marco Bizzarri, President and CEO, Gucci.

Cosmopolitan dress codes are expressions of cultural conversations. A visual grammar spun from diverse geographic and historical codes, it is a shared style language cultivated by a digital generation of communities connected across continents. The Gucci Cruise 2024 Collection explores this exchange in a dialogue between the House’s own heritage and the electrifying South Korean impact that influences it today. 

 The show was the first of its kind to take place within the ceremonial courtyard of the 14th century Gyeongbokgung Palace, located in the heart of Seoul. With the capital’s futuristic skyline on the horizon, an interchange between times and traditions unfolded to a score including pieces by the Seoulite composer Jung Jae-il, presented on a cast of familiar faces from the recent eras of the House, from South Korea and around the world. 

In silhouettes evocative of Gucci in the late 1990s – but expressed in the colour palette of the 2010s – the generational code switches inherent to metropolitan dressing manifest: the materials and techniques of formal wardrobes swap places with those of sports- and casualwear. Every garment and look reflected a form of hybridisation. Bourgeois ‘streetwear’ – the bouclé skirt suit, the silk blouse, the kitten heel – splices with sportswear informed by everyday life in Seoul: the scuba wetsuits worn by the fervent windsurfers and jet-skiers of the Han River. The body-conscious lines are contrasted against the voluminous dress codes of skateboarding as surfing’s terrestrial boardsport equivalent.

Note: Gucci’s opened its first flagship store in Seoul in 1998.