Gucci’s new artistic director Demna has all the time been one to do issues otherwise—and one can assume that this was exactly his attraction for the Italian style home, that has been struggling for the previous few years. It follows, then, that the Georgian designer would take a considerably unorthodox strategy to debuting his new imaginative and prescient for the model, eschewing the normal runway present in favour of one thing a little extra uncommon, however no much less internet-breaking.
On the eve of Milan Fashion Week, Gucci unveiled a shock first have a look at Demna’s new assortment through Instagram, entitled The household. “This collection marks the genesis of a new Gucci era: unapologetically sexy, extravagant and daring,” based on the model. “The household is a research of the ‘Gucciness’ of Gucci, an expression of the model as a mindset and a shared aesthetic language.”
A so-called “prelude” that serves to outline “the aesthetic base upon which Demna’s Gucci imaginative and prescient will likely be constructed main as much as his first present in February,” it options 37 appears shot as framed portraits of “an prolonged Gucci household”. Among them, tongue-in-cheek archetypes like ‘La Drama Queen’ (in an OTT feathered gown), ‘Miss Aperitivo’ (in a sparkly mini dress and heels), and ‘La Bomba’ (wearing a fur dress-coat, and nothing else)—with all pieces available to shop exclusively in ten Gucci stores, New Bond Street included, for a limited time only (September 25th to October 12th).
But naturally, that was simply the beginning. The predominant occasion? A star-studded movie premiere that actually introduced Demna’s Gucci imaginative and prescient to life.
In one other shock transfer, Gucci took over Milan’s Palazzo Mezzanotte final night time to unveil The Tigera brief movie showcasing appears from Demna’s debut. The work of Oscar winner Spike Jonze and Halina Reijn, it stars Demi Moore as Barbara Gucci, the fictional matriarch of an alternative-reality Gucci household as she struggles to carry all of it collectively beneath her impossibly polished floor.
“I’m not defining my Gucci vision yet, more the platform on which I will build that,” Demna advised visitors on the premiere, based on the Financial Times. “I want people to be excited again about the archives and personalties of this brand.”
(Image credit score: courtesy gucci)
And his ingenious, sudden, multi-format unveiling of the The household assortment ensured simply that—a lot helped by the truth that most of the large names that make up the real-life Gucci gang had been in attendance for the event, and really a lot dressed the half, too.
Demi Moore arrived on the hyper-exclusive premiere sporting a spectacular embroidered robe befitting of her Barbara Gucci persona, whereas Gwyneth Paltrow wore head-to-toe Gucci monogram, and Serena Williams surprised in a sublime black feathered costume from the model.
(Image credit score: Future/Getty Images)
Meanwhile, Alex Consani and Lila Moss arrived in the precise appears they modelled for Demna’s The household marketing campaign—an extremely glamorous tiger-print mink coat-dress, and Sixties-style turtleneck, croc-leather miniskirt and knee-high boots, respectively. New-gen cool ladies Devon Lee Carlson, Mariacarla Boscono and Amelia Gray had been additionally in attendance.
If that is simply a small prelude taster to what we are able to anticipate from Demna at Gucci, the longer term appears very vivid certainly.
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