Gucci, the luxury fashion brand, has come under fire after an evening party following its fashion show held in Seoul, South Korea disturbed nearby residents with loud music and dazzling laser lights, preventing them from getting a good night’s sleep.

The brand received dozens of complaints from residents, and only issued a short apology statement the following afternoon.

According to Gucci and the Seoul Metropolitan Police Agency on Wednesday, Gucci hosted the “2024 Cruise Fashion Show” at Gyeongbokgung Palace in Seoul’s Jongno-gu district on the evening of May 16. The fashion show, the first-ever Gucci cruise fashion show in Asia, gained significant attention as it took place in a symbol of Korean cultural heritage. The event was attended by approximately 570 people, including IU, a singer and actress who is an ambassador for Gucci, as well as famous Korean celebrities and members of the fashion industry.

The problem arose during the after-party held at a nearby venue immediately after the fashion show. Despite it being late at night, the party, celebrating the success of the fashion show, caused great discomfort for residents seeking rest, with its loud music and laser lights radiating in all directions. The Seoul Metropolitan Police Agency reported that they received a total of 52 reports and complaints from nearby residents. Despite the demands from the police who responded to the reports, the organizer continued the party without any regard for the residents’ concerns, resulting in the issuance of a warning for noise-related offenses.

“The police initially responded at 9:29 PM, but as the noise issue persisted, nine patrol cars were dispatched around 11 PM. Eventually, a warning notice was issued, and the situation ended after midnight,” a police source said.

On Wednesday afternoon, Gucci released a short one-sentence statement expressing apologies for the inconvenience felt by residents due to the noise caused by the after-party held on the evening of May 16 following the conclusion of its fashion show.

Last year, Gucci had planned to hold a fashion show at Gyeongbokgung Palace in November but canceled the event out of respect for the community grieving the Itaewon tragedy. Coincidentally, on the very Tuesday when Gucci hosted the fashion show at Gyeongbokgung Palace, Seoul Plaza held a commemorative event marking the 200th day since the Itaewon tragedy.

In a similar incident, Louis Vuitton faced criticism after hosting a fashion show on April 29 on Seoul’s Banpo Bridge that led to discontent among citizens due to the 24-hour control of the bridge and its associated inconveniences.

By Lee Ji-ahn and Minu Kim

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