Milan, Sept. 26 (US): Fashion houses trying to figure out how to reach new eyeballs after the long ordeal of the pandemic have centered around a unique idea: collaboration.
Many do it, in ways big and small. Gucci, best known for “hacking” Balenciaga last season, launched an e-commerce site featuring refurbished vintage Gucci products and capsule collections by young designers. Hatmaker Borsalino is partnering with French brand Ami Paris and equestrian-inspired brand Acheval, AP reports.
If the fashion industry is going to change, now is the time, insiders say — even if the temptation to revert to old habits is great.
Highlights of the fourth day of the Milan runway shows Saturday for the upcoming spring and summer:
GUCCI VAULT
On Saturday, Gucci launched an e-commerce site that showcases refurbished vintage Gucci pieces alongside capsule collections by young designers handpicked by Gucci Creative Director Alessandro Michele.
Michele said the project was born out of his constant obsession with collecting fashion, including Gucci items, before he joined the brand.
“Yes, I do this job of telling stories. But I also do it because I really like things,” he told reporters in Milan.
Among the young designers being showcased is London-based Priya Ahluwalia. Of Nigerian and Indian origin, Ahluwalia’s recycled sets have already found a wide audience ranging from sports personalities like Lewis Hamilton to middle-aged hipsters.
“Suddenly, I got a message from Gucci. I thought it was advertising or spam,” Ahluwalia said. “When I realized it was real, I was so happy.”
Michelle said the brand has an extensive network of sources for the vintage Gucci label, which it has been tapping into to rebuild its archive. The launch includes a white Jackie bag that was meticulously cared for by its previous owner and which he wanted to keep for himself.
Gucci moved away from the Milan Fashion Week calendar, finding its own rhythms. Its next show is November 3 in Los Angeles, coinciding with the 10th LACMA Art – Film Gala, which is sponsored by Gucci.
RAE