Fashion lovers have already named the fashion show, presented in the form of a film, Gucciaga. Thus, emphasizing the unexpected collaboration between the two brands.
Fashion house Gucci celebrated its centenary by presenting the fashion public with a bright and defiantly glamorous show of the new collection of the creative director of the brand Alessandro Michele. The collection, called Aria, was showcased as a specially filmed film.
The 20-minute video, presented in cinematic style, shows a fashion show taking place at London's Savoy Hotel. The place for filming was not chosen by chance, it was in this hotel that the founder of the brand Guccio Gucci once worked as a messenger. The film was created by Alessandro Michele with director Floria Sigismondi.
Models dressed in the brand's classic pieces in an elegant style walked down the catwalk, decorated in the style of a glamorous show with installations reminiscent of paparazzi camera flashes. The details of the collection are intended to evoke the elite world of high society, including the use of lace, feathers, wide sleeves, unusual buckles borrowed from the riding world, velvet suits, etc.
An unusual feature of the show was the Gucci collaboration with the brand Balenciaga, also owned by the Kering Group Corporation. The collection features the style of Balenciaga's creative director Demna Gvasalia, with heavy use of the brand's logo, as well as details such as wide-shouldered silhouettes, asymmetrical windbreakers, oddly shaped bags and tight high boots. Also on the models you can see jewelry with the logos of both Gucci and Balenciaga.
At the end of the film, the models in colorful outfits come out of the closed room into the open space of a luxurious garden. This moment, as conceived by the filmmakers, symbolizes the liberation from the restrictions that bind the whole world today. For the Italian fashion house, whose home country has been particularly affected by the pandemic, this emphasis is especially meaningful and exciting.