GUCCI'S HACKING

Gucci has turned 100 this year and if there is something the brand has taught us is that at the very foundation of self-expression there is the idea that no two people are the same, much in the way that no two interpretations of creative work can coincide completely. Through show invitation, the brand literally reminded us all that fashion, as a form of aesthetic expression, turns into a game in which one must connect the dots and fill in the blanks. There is no right or wrong in fashion, but let’s say that we had to get the GUCCIQUIZ! right in order to virtually attend the House’s Aria Collection show.
Alessandro Michele celebrated the house milestones reexamining its history, from Look 1 red velvet tuxedo designed by Tom Ford, to the equestrian codes: the hat, the harness, the boots, the riding-whip, they all get a fetish nuance still maintaining their aristocratic heritage. Set on the notes of a peculiar soundtrack where the “Gucci” word kept echoing as a mantra, enhancing the brand pop power, the Creative Director took us on a fabulously idiosyncratic journey which encompassed Gucci’s first century and culminated with Balenciaga “quotation”, the first output from Michele’s hacking lab. An act of thievery which just made us remember that freedom is probably the reason why we all love fashion so much. A place for self-expression where there are no boundaries.