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Louis Vuitton Pre-Fall 2023 show Seoul Squid Game
Courtesy of Louis Vuitton

Green light: Squid Game star HoYeon Jung opens Louis Vuitton’s Seoul show

The French fashion house ditched Paris and flew to South Korea to stage its 2023 Pre-Fall show

Squid Game star HoYeon Jung got the green light on the Louis Vuitton runway last night, as she opened the historic French houses’s 2023 Pre-Fall extravaganza in Seoul. The LV ambassador stormed out onto the Jamsugyo Bridge – which spans the Hangang River and offers stunning views of the South Korean capital’s skyline – in a hi-shine blue and yellow 80s-style track jacket, a leather mini, and chunky black boots.

As one of the latest stars to sign on Vuitton’s dotted ambassadorial line, it’s not the first time Jung’s stepped onto Nicolas Ghesquière’s catwalk. In October 2022, at the designer’s SS23 show in Paris, she also appeared in a look from his blown-up womenswear offering. Nor does the Squid Game connection end here, with the hit Netflix show’s director Hwang Dong-hyuk also serving as creative advisor for LV’s South Korean outing. Apparently, Ghesquière’s got a bit of a thing for K-drama and Korean culture at large, with Seoul’s forward-thinking outlook chiming with his own approach to creativity.

As far as Pre-Fall and cruise shows go, despite many believing they’d be a thing of the past post-pandemic, they’re well and truly back with a bang. Last month, Maria Grazia Chiuri hauled the fashion set to Mumbai, where she took over iconic landmark the Gateway to India to present her latest collection for Dior, while Gucci will also be heading for South Korea later this month to stage a behemoth show of its own in Seoul. 

Meanwhile, 2022 saw Kim Jones land amidst the pyramids of Egypt for Dior men’s cruise outing, and Saint Laurent schlep into the desert for a monumental off-grid spectacular. As far as Vuitton goes, before Pharrell Williams’ big menswear debut at September’s Paris shows, Ghesquière will be heading for Italian holiday hotspot Lake Maggiore in just three weeks to present his 2023 LV Cruise collection. Truly, when does this man sleep? 

Watch the show below and click through the gallery above for a closer look at the collection.