"Luxury Brands All Together"... Louis Vuitton, Gucci Followed by Prada's Large-Scale Event

'Prada Mode' Opens for Two Days from September 5
Third Event This Year Following Louis Vuitton and Gucci
Analysis Reflects Korea's Growing Presence in the Luxury Market

Italian fashion brand Prada will hold its social club event, 'Prada Mode,' for the first time in Korea this September. This large-scale domestic event by a global luxury brand marks the third such occasion this year, following Louis Vuitton and Gucci. Industry experts analyze that these brands are actively reflecting Korea's elevated position in the luxury market.

According to industry sources on the 25th, Prada will host the 10th Prada Mode over two days, September 5 and 6, at KOTE, a complex cultural space in Insadong, Jongno-gu, Seoul. The social club Prada Mode is an extension of Prada Double Club, curated by Belgian installation artist Carsten H?ller, and is an event where Prada travels worldwide to explore the art culture of specific cities. It has previously been held in Miami, USA; London, UK; Paris, France; Shanghai, China; Moscow, Russia; and Tokyo, Japan.

During the event, Prada will present 'Multiplicity and Parallel War,' featuring directors Kim Ji-woon, Yeon Sang-ho, and Jung Da-hee. The three directors will showcase installation works presenting their cinematic visions of contemporary society. The curation is led by curator Lee Sook-kyung, the newly appointed director of the Whitworth Museum at the University of Manchester and senior international curator at the Tate Modern in the UK.

In addition, Prada plans to offer musical performances, discussions, and cuisine composed of both domestic and international menus.

Model Jung Ho-yeon, who appeared in the Netflix drama "Squid Game," is walking the runway at the Louis Vuitton "2023 Pre-Fall Fashion Show."
[Photo by Louis Vuitton]

Meanwhile, this year has seen a series of large-scale domestic fashion shows by global luxury brands such as Louis Vuitton and Gucci. In April, Louis Vuitton held the '2023 Prefall Fashion Show' at the Jamsu Bridge over the Han River, followed by Gucci's '2024 Cruise Fashion Show' in May at Geunjeongjeon Hall in Gyeongbokgung Palace, Seoul. This is the first time Louis Vuitton has held a prefall fashion show in Korea, and Gucci's domestic fashion show is the first in 15 years since 2007.

Industry analysts suggest that these brands are consciously reflecting Korea's heightened status in the luxury market. According to a report by the US financial media CNBC citing Morgan Stanley analysis, last year, Korean consumers' luxury purchases amounted to $16.8 billion (approximately 20.9 trillion KRW), with a per capita spending of $325 (about 400,000 KRW), ranking first in the world. In comparison, the annual per capita luxury spending in the US and China was $280 (about 350,000 KRW) and $55 (about 70,000 KRW), respectively, slightly lower than Korea.

This content was produced with the assistance of AI translation services.