Gucci celebrates 100 years with an exhibition

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FLORENCE (AP) – Alessandro Michele has radically changed the codes of Gucci and challenged the norms of fashion in his six and a half years as creative director for the brand founded by Guccio Gucci as a luggage company in Florence 100 years ago. To commemorate the centenary, Michele curated an exhibition at the Gucci Garden gallery, in the Piazza della Signoria in Florence, which highlights some crucial moments of the brand’s era.

This includes an ad campaign for a perfume featuring a transgender model, an all-black cast for the pre-fall 2017 campaign, and a campaign for a lipstick with common faces with all their imperfections. The exhibition will be played in seven cities including Shanghai, Tokyo, Sydney and Seoul.

A mind behind Gucci

The 48-year-old designer recognized CEO Marco Bizzarri, who chose the then-unknown Michele from the team of designers Gucci to take over as creative director in January 2015, giving him the freedom to go beyond the usual schemes that drive luxury businesses. “No one would have wanted, we can say, a transsexual in the world of beauty,” Michele told reporters Thursday in Florence.

Michele said the campaign with Hari Nef, Petra Collins and Dakota Johnson walking through a field of wildflowers proved the conventional ideas of the fashion world wrong while creating “an absolutely up-to-date feminine image.” “If fashion and the fashion market want to continue to have a stage then there must be some kind of movement. That campaign in a very subtle and poetic way gave space and a voice to the world of a very different femininity, ”said Michele.

Gucci designs

The selection

Similarly, Michele said that choosing the cast of black models for the 2017 campaign was a revelation at the time, noting that “things have changed in a dizzying and very fast way in the last year.” The year of the pandemic has been a year of collaborations, including North Face and Ken Scott and Doraemon. While a job with Balenciaga will hit stores this year.

Gucci’s revenue increased 20% to € 2.16 million in the first quarter of 2021 compared to the same period last year, Women’s Wear Daily reported. Michele’s eclectic style, which has advanced to popularize genderless codes, especially for men, has generated a kind of tribe of followers.

Gucci designs

The Gucci team

Nicknamed the Gucci Gang, Michele has fully embraced the power of that distinctive group in her pandemic collections, which have been presented digitally. These collections include “Aria,” which ends with models converging ethereally in a garden, and “Ouverture” from last November, featuring videos of Gus Van Sant with an Italian actress advancing through a rare Roman landscape with her Gucci tribe.

Michele said that fans of the brand escape any typecast with ages ranging “from 10 to 90 years.” “It has happened to me that someone who could be my mother’s age greets me or that Marina Cicogna (an 86-year-old film producer) tells me ‘when I go to the store I find crazy things,'” said Michele.



“It’s strange because we can also dress someone who is 13 years old. Even yesterday a young man stopped me and had a tattoo that said ‘Blind For Love’ and it is not the first “, said Michele in reference to one of the popular slogans that have adorned his creations” Obviously it was a strong detonator of something that already existed Michele said of her collections. “Fashion has a great capacity to interpret and collect what is happening now … narrate the exact moment.”

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