Gucci celebrates 100 years with Michele code break exhibit

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Alessandro Michele radically changed Gucci codes and defied fashion norms during his 6.5 years as Creative Director of the brand founded by Guccio Gucci as a travel bag company in Florence 100 years ago .

To mark the centenary, Michele organized an exhibition in the Gucci Garden gallery, in Piazza della Signoria in Florence, which highlights some decisive moments of his time. These include an ad campaign for the perfume with a transgender model, an all-black cast for the pre-fall 2017 campaign, and a lipstick campaign featuring everyday faces in all their imperfections.

The exhibition will be reproduced in seven cities, including Shanghai, Tokyo, Sydney and Seoul.

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The 48-year-old designer credited CEO Marco Bizzarri, who brought in an unknown Michele from the Gucci design team to take the lead in the creation in January 2015, allowing him to go beyond the usual patterns. of the luxury business model.

“Nobody would have wanted, it could be said, a transsexual in the beauty world,” Michele told reporters Thursday in Florence.

He said the campaign, featuring Hari Nef, Petra Collins and Dakota Johnson walking through a field of wildflowers, proved conventional fashion wisdom to be wrong by creating “absolutely up-to-date female imagery.”

“If fashion and the fashion market want to continue to have a scene, there has to be some kind of movement. This campaign, in a very gentle and very poetic way, gave space and voice to a world of very different femininity, ”said Michele.

Likewise, Michele said the casting of the only black models in the 2017 campaign was a breakthrough at the time, noting that “things have changed dramatically and very quickly over the past year.”

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The year of the pandemic has been a year of collaborations, notably with North Face, Ken Scott and Doraemon. A tie-up with Balenciaga will reach stores later this year. Gucci’s revenue rose 20% to € 2.16 million in the first quarter of 2021 compared to the same period last year, reported Women’s Wear Daily.

Gucci Michele organized an exhibition in the Gucci Garden gallery, which highlights some defining moments of his time. (Source: AP Photo)

Michele’s eclectic style, which has come a long way towards mainstreaming non-sexist codes, especially for men, has created a sort of tribal supporter. Dubbed the Gucci Gang, Michele fully embraced the power of this very distinct crowd during his Pandemic Year collections, which were unveiled as digital displays.

These collections include this year’s ‘Aria’ which ends with the parade cast dreamily converging in a garden, at ‘Opening’ last November, with videos of Gus Van Sant featuring an Italian actress moving through a Roman landscape. rarefied with its Gucci tribe.

Michele said true fans of the brand defy easy description, ranging in age from “10 to 90”.

“It happened that someone who might be my mother’s age greeted me, or Marina Cicogna (an 86-year-old producer) said to me: ‘When I go to the store, I find crazy things’, Michele said.

“It’s strange because (we) also manage to dress someone who is 13 years old. Not just: Yesterday a youngster stopped me who had a tattoo that read ‘Blind For Love’, and it wasn’t the first, ”Michele said, referring to one of the popular slogans that adorned his creations.

“Obviously it was a loud bang for something that already existed,” Michele said of his collections. “Fashion has the great capacity to interpret and capture what is happening now…. to tell the exact moment.

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