The Announcement — A One-Minute Video from GUCCI
A one-minute video appeared on GUCCI's official global Instagram.
Sparks flying from welding torches.A silhouette standing beneath excavator lights.A model walking elegantly across the top of a truck.
And finally, a single line of text:
"GUCCI × TruckCityWhere Work Becomes Fashion."
Three million likes in ten minutes.Twenty-eight million within twenty-four hours.
The hashtags hit number one worldwide.
#TruckCity #GUCCIIndustry #LifeIsFashion
Global Media — Fashion Turned Upside Down
VOGUE (US Edition)"GUCCI has pulled high fashion out of marble halls and placed it inside factories and industrial sites.An unprecedented experiment. A new archetype for fashion."
Business of Fashion (BoF)"TruckCity is not merely a new city, but a new culture.Workwear will define the next era of luxury."
BBC / CNN"A temporary truck-based city in Korea has captured the attention of the global fashion industry.""A radical new model of urban regeneration."
RAI (Italy)"The most dangerous collaboration Alessandro Machino has ever chosen.And perhaps the most beautiful."
Social Media — Consumers Turned Creators
X (Twitter)Users around the world began posting their own daily outfits.
Construction vests with luxury handbags.Gas station uniforms paired with high heels.Late-night workers replacing aprons with GUCCI scarves.
Every post ended with the same sentence:
"Work is Fashion."
The memes spread explosively.
TikTokWithin one week, TruckCity Look videos surpassed 800 million views.
Welder-core
Forklift Runway Challenge
GUCCI × Daily Worker Fit
Fashion influencers said the same thing:
"This isn't a trend.It's a declaration."
Shockwaves Through the Luxury Industry
After the GUCCI × TruckCity announcement,luxury brands across Europe and the U.S. called emergency meetings.
PRADA: "Considering the formation of an industrial-site-based collection research team."
BALENCIAGA: "Unofficially expressed interest in visiting TruckCity."
DIESEL: "Proposed on-location shooting in TruckCity."
High-end brands began studying TruckCity's textures—corroded metal, exposed bolts, oil stains.
A French critic summarized it simply:
"Luxury no longer symbolizes softness or cleanliness.The marks of real life are the new luxury."
Domestic Reaction — Praise and Shock in Korea
For the first time, Korean media placed TruckCity on front-page headlines.
JoongAng Ilbo"A forgotten industrial complex becomes a global fashion landmark."
JTBC Newsroom"An experiment that began with a few trucks—GUCCI recognized it first."
Local governments and ministries began analyzing TruckCityas a new industrial and cultural model.
"A next-generation city where startups, manufacturing, culture, and fashion converge."
Requests for site visits poured in—over 200 inquiries per day.
Inside TruckCity — "Did We Just Go Global?"
Welder Captain Park stood silently after removing his welding mask.
"My work clothes… are luxury?"
Mina, who ran a coffee truck, laughed while pulling double shifts as orders doubled overnight.
"So… I'm running a business in a GUCCI-collaboration city now?"
Hyunsoo, usually quiet, stared at the sticker on his truck and muttered,
"A fashion show… where we actually work?"
Global Celebrities Take Notice
Jason Momoa"Has anyone ever filmed workwear this beautifully?"
Billie Eilish"TruckCity aesthetic… I'm obsessed."
RihannaShared the GUCCI video with a caption:
"This is real culture."
Fashion's Verdict — GUCCI Changed the Rules
Industry experts agreed on one conclusion.
"This collaboration presents a new answer to how fashion can carry the narrative of life itself.""TruckCity has the potential to become fashion's next capital."
If this change doesn't feel like a coincidence,leave a Power Stone and be part of this city's record.