Louis Vuitton opened a massive immersive pop-up experience in Seoul’s Seongsu-dong district to debut the Fall/Winter 2024 collection designed by Pharrell Williams.

Seoul, South Korea

Who

Louis Vuitton

What

When

Sun, 07 Jun 2026 19:50:05 GMT · 1d 14h ago

Where

Seoul, South Korea · 37.5665°N, 126.9780°E

Why

The brand is targeting South Korea's high-spending luxury market and capitalising on the cultural synergy between K-pop aesthetics and Pharrell's 'LVERS' aesthetic.

The Frontline Impact

How this affects you

Fans and collectors can expect exclusive regional releases, signaling Seoul's growing dominance as a global fashion capital alongside Paris and Milan.

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