Fashion Journalist Suhani Lotlikar reports on how Gucci’s broke the internet by releasing photographs from their social media event on Saturday.
Gucci, the Italian luxury brand has amused us all in the hands of Alessandro Michele as he brings to the table a set of curious elements. His indulgence with authenticity, cultures, music and dreams is the evident vision on display when characters walk in the runway shows. Gucci Arles Cruise 2019 show at Alyscamps, the Roman cemetery took the brand’s poise to a whole new level. Alessandro Michele’s vision of the afterlife became a flaming topic among every member of the industry starting from magazine editors to influencers and buyers. The collection truly radiated a Guccifying experience as the models stormed down the runway showcasing 115 looks to Claudio Monteverdi’s haunting “Vespers for the Blessed Virgin”. The commercial appeal of this collection surely managed to get Generation Z on board this year. It was the perfect mix of horror, beauty and extremism. Alessandro noted this collection as “widows attending grave sites, kids playing rock stars, ladies who aren’t ladies… Alyscamps is a place where the Roman empire finishes and where beauty has become contaminated.” And just as everyone thought that Gucci had outdone themselves leaving spectators at the edge of their seats, they released an official men’s Resort look book. This added 78 brand-new freshly reimagined photographs by Martin Parr shot at the Carlton Beach Club in Cannes, France.
We just can’t seem to have enough of the 115 looks of Gucci Cruise 2019. They announced, ‘A Day in Gucci’, a social media influencer event curated by the creative director himself along with the team of stylists. The invitations were sent to top influencers like Alexa Chung, Danielle Bernstein and Jeanne Damas which were immediately seen on their Instagram stories bringing attention from their followers. The event began early as influencers began to arrive at the estate with their photographers who captured their transformations from self-styled looks to ‘drenched-in’ Gucci looks. Each attendee was given a map to walk through the event starting with tea and a few words by Mr. Michele who welcomed and thanked all for being a part of the event. Moving forward into the beautiful warm day, everyone was led into a 7 feet tall maze that used clues to solve the Gucci Mysteries. They were then guided into the rooms of the estate house that exhibits Gucci Archives. The influencers took full advantage of this opportunity by going live on their social media platforms giving their viewers a rare chance to peek into the decades of archive pieces. Everyone was guided to the tables in the gardens full of floral essence for evening tea where the Influencers had a laugh and chat with Alessandro. They elaborated on their time with the brand ending the day with a sweet goodbye note on each of their stories. Influencer Alexa Chung shared that her day in Gucci ‘was absolutely Guccifying’. Each blogger was given customized Gucci jumpers as a memorable sign of the day.
Gucci stepped up their game on social media with Generation Z leaving them waiting for the next revolution to hit. By organizing this social media event, the brand stated its strong roots in omni-channel marketing. Influencers indulging in the luxurious life of Gucci has received an instant response from viewers saying how the looks seem more adaptable to them. The event proved to be a huge success bringing in new followers that are being looked at as potential buyers. The images from the event are now released as a look book in their stores. Shot by Portuguese photographer- Miriam Perez, the photographs stand true to the palette of Gucci embracing a love for luxury.
Having seen everything- from Gucci replicating a head to creating photographers with live animals, we cannot wait for Gucci to set many more runways ablaze!
“Art is about connection. No real artist wants to make a piece and close it in a box so that nobody gets to touch it. In the same way, fashion is about connection. It’s no longer enough to make chic clothes and put them in a boutique. Fashion is supposed to be alive. It comes from the streets, from music, from the club. This old lady called “fashion” was dying, so designers decided they needed to make the bag of the day.” Alessandro Michele.
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