Gucci’s world is simply as vibrant, and chaotic, from the entrance row


A ticking time bomb clock for an invite, an working theatre runway housed at an airport hangar (that is Gucci Hub headquarters close to Linate in MIlan) and fashions that make the Addams Family look fundamental and bizarre – that is the world of Gucci’s Cyborg manifesto.

Around 2000 invited friends and VIPs attended the present, the entrance row reserved for high tier shoppers flown in from all over the world, Vogue editor Anna Wintour, musicians such Lou Doillon, Nick Cave and prerequisite rising stars like Netflix sequence The End of the F*****g World actor Earl Cave – who’s, by the way, additionally Nick’s son.

The VIPest

What’s evident at a Gucci present, when the carnival of fashions aren’t chewing up your consideration, is the abundance of cashed up shoppers (largely from Asia) who’re flown to Milan to solely to see these exhibits. These VIPs get first appears within the showroom the next morning to see the gathering up shut and private and begin ordering clothes. A rich Japanese couple sat entrance row inflicting a social media storm cling to Gucci’s each fascinating thread, shiny beadwork and tailor-made chaos – they’re delighting within the pre present snaps being taken of them.

Second, is the saturated presence of the model – on and off the runway. Gucci’s maintain over it is followers sees attendees head to toe within the model, no matter gender. Men begin with the sneakers and end with studded Gucci blazers, hoodies and Renaissance strips on pants. Familiar flashes of scorching pink velvet fits from Resort collections and tartan knits create a vibrant assortment of gents who’re choosing up what maestro Alessandro Michele is placing down, each time.

Michele understands the ability of symbolism, bringing again the Gucci brand because the must-have accent, the place cult followers bond over heritage stripes and the well-known GG image.

A courageous new world

In a world of social media hierarchy and Gucci Gang hashtags, Alessandro’s runway present challenged the notion of what it means to embrace his path for the style home. It’s a imaginative and prescient that revolves round being genderless and seasonless – the antithesis of conventional style and attainable why the designer has captivated the creativeness of a youth decided to throw away the shackles of custom.

Particularly so on the subject of the choice of fashions picked to put on the Gucci line.

Always recognized for a extra freakish preferences, the fashions are pale, tall and lanky, alien-like, missing in Vitamin D (some with the assistance of make-up) and squarely pitched on the millennial shopper. There’s no chiselled torsos or facial hair to be discovered right here – it is for the dweeb shoe gazer and millennial cry child who turns to Gucci to heal all wounds.

Electric desires

Named after feminist thinker Donna Haraway’s 1984 e book, A Cyborg Manifesto: Science, Technology, and Socialist-Feminism within the Late Twentieth Century, this lofty reference reminds us of Michele’s empathy for all that’s feminine. This appears to the long run as an intersection of science and nature, of female and male.

This is the place Cyborg got here into play – alluding to the reducing and redefining of style by means of character fairly than gender – the place Gucci cloning is all about being related however totally different.

The Cyborg focus is designed to get us fascinated by what’s regular versus alien, psyche over matter and masculine versus female. Michele unveils a world the place all exist in concord and character defines you fairly than kind itself.  

This is what we’ve got come to count on from Gucci below Michele’s management – a mash of inspiration from feminist principle to trans-human exploration – from Renaissance roots to up to date cultural references. It’s baseball tradition, ’80s businessman on the highway and nerdy youngsters with private apothecaries. It’s this juxtaposition that makes Gucci the fearless crusader – very like the Addams Family well-known catch-cry of ‘bizarre is relative’.

The author was a visitor of Gucci.

Jane Rocca from

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