This theme, in its prime, had significant impact on fashion’s culture. However, 10 years later, with new creative direction from Frida Giannini, Gucci was stuck on repeat. Giannini, in ode to Tom Ford, continued the sexy luxury image of the brand - failing to explore new angles. During the 90s sexy was highly desired, however, almost two decades later it's no surprise that fashion was ready for something new. Giannini’s perpetual recycling of Ford’s original visions left Gucci stuck in 1995, unable to move with fellow designers into the 21st century. By 2014 Gucci sales had substantially declined: eventually causing Giannini – and husband / CEO of the company, Patrizio di Marco – to step down from their positions at the label.
Gucci had been forgotten. Lost amongst contemporary fashion houses of whom were opposing ideals of sexuality. Alexander McQueen and Pam Hogg for example, warping perceptions of ‘beautiful’ with their every new collection.
Previously unbeknown to the industry, early this year Alessandro Michele took his place as Gucci’s radical new creative director. Taking influence from the Sicilian culture of Dolce and Gabbana plus the fresh palettes of Valentino, Michele has successfully launched Gucci into the new millennium. His most recent pre fall 16 collection involving bouncing pussy-bows and sheer blue gowns, displays what I believe to be Michele’s best work yet. With each new collection he has showed this year, the following has reshaped any imperfections. Each season has witnessed a further refined body of work to its prior. Michele’s designs are only improving and we may see great things born from new direction of the label.
The associations of Gucci are shifting once again; from murder, to sex, to a freshness sprung from retro reshaping, Alessandro Michele has energised the company’s name with positive symbolism as it fights its way back to the heights of Prada and Dior.
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