This story is part of Next in Asia, a series exploring the impact of technological and economic transformations across Asia-Pacific and the influence on local style, community and culture. Read part one on the enduring appeal of Japan’s luxury market, part two on South Korea’s next big fashion import, and part three on why fast fashion is flooding Japan.
When Gucci staged its 2024 cruise show at Seoul’s Gyeongbokgung Palace, most consumers would be waiting a few months before the collection arrived on the shop floor. However, a select few were able to wear some of the pieces straight away. The catch? They couldn’t be worn physically.
