Louis Vuitton Turns Seoul Bridge into Runway

On Saturday, Louis Vuitton turned a bridge spanning the Han River in South Korea into a massive runway for its latest collection.

Models strutted down the Jamsugyo Bridge to music to showcase the luxury fashion house's pre-fall collection which included sunglasses, chunky black-and-white loafers, and sandals as well as an assortment of large, colorful bags and smaller ones adorned with the label's logo.

The audience for Louis Vuitton's first show in South Korea included a mix of K-pop stars including Girls' Generation's Taeyeon, members of Le Sserafim, ITZY's Yeji, celebrities like Chloë Grace Moretz and Jaden Smith, and "Squid Game" director Hwang Dong-hyuk.

The show opened with traditional Korean music before the lighting changed and the bridge was cast in an eerie blue.

International luxury brands have recently been keen to expand into South Korea with the rise of K-pop music and global interest in film and television projects in the country.