Inspired by Alessandro Michele's return to an individualistic aesthetic for the prestigious house of Gucci - fashion lovers, Mia Carruthers and myself journeyed to Florence, Italy (birthplace of Gucci) in search of the brand's sordid past and the connection to their glowing present.
Upon Michele's initial 2015 release, fashion professionals surmised that his mothball, vintage vibe was simply aligned with the on-trend 70’s movement. But, there’s always more to the story. Beyond the covetable mix and match party wear, day wear staples, and softly historical accessories - how did a strange, fantastical projection (more outsider than mass appeal) resonate with such rock star status?
This primal question, "why?" - is the crux of this project. Why after years of following fashion musings of the mainstream, artistically fringe publications, and Instagram darlings was a faltered Italian brand becoming so relevant?So chic? This is what we have been examining and we look forward to taking you on a journey of Gucci’s past and present through our perspective as we dissect Michele’s many references and what possibly, quietly inspired them.
This winter 2018, MyGucciStory will launch with tightly composed stories, off-kilter observations, and short videos that we hope will encourage you to see the Gucci brand from new perspectives.
This is our Gucci Story. What will yours be?