The Never Ending Gucci Daydream


Fashion month has officially commenced and though I am not there in the flesh, I am participating as much as this thing called the Internet will allow me to. The month is comprised of numerous fashion weeks (yes, that is plural!) that take place in the “fashion capitals of the world”—yes they are actually called that, for all of September and some of October. Starting in New York and ending in… well, I thought it was Paris, but honestly, does fashion month ever really end? That’s up for debate. The most talked about shows by city, each season, start with Alexander Wang, Marc Jacobs, and Hood By Air in New York; Alexander McQueen, J.W. Anderson, and Burberry in London; Vetements, Balenciaga, and Givenchy in Paris; and Prada, Marni, and Gucci in Milan. Now, I may be getting ahead of myself because, again, NYFW has barely finished, but let’s talk about the never-ending daydream that has become synonymous with the Gucci brand. Shall we?
There is something to be said about the current wave of success Alessandro Michele’s Gucci has ridden for the last year and a half. For one, it has been a constant, disaster free upswing. Under Michele, the brand has been resurrected. Now representing more than just tired, logo covered, luggage from your favorite rapper’s music videos. Gucci has undergone a complete transformation, which is remarkable given the timing. At the height of the normcore and athleisure movements what we needed was individuality, personality and options. Michele gave us that and so much more.
            If you ask anybody who works or has worked in the fashion industry why they chose to do so, you will often times hear a story about how they loved playing dress up as a child. Dressing up is part of what fashion is. It’s an escape, a fantasy. Most importantly fashion is the medium that helps us become the version of ourselves that inhabits our dreams. Everyday when you wake up and get dressed you can be whomever you choose to be, and that is the beauty of fashion. What does this have to do with Gucci? Well, up until January of 2015, Frida Giannini ran the house. Her last show was… nice, pastel, heavily inspired by the mod girls of the 60s. What was missing was the kind of pull that makes you run home and recreate every look with the contents of your own closet. I was on my phone for half of the show. I was bored. I had seen it all before. Soon after Giannini’s departure in the beginning of 2015, Alessandro Michele took over. A man who was virtually unknown to the public took the reins, upending the old, bringing upon a new dawn and day for Gucci.
            To be fair the new Gucci is kitschy. It is over the top, colorful, loud, gender bending, and unapologetic. It is effervescent and dreamlike. A hazy, lucid dream directed by Glen Luchford, starring unconventional faces like Petra Collins and the Internet’s boyfriend, Jared Leto. There are billboards that are meant to look like film stills, with subtitles and men in blouses, and women in baggy slacks, and everyone doing what we all set out to do in the first place… dress up. Alessandro Michele drives us into his stores in order to feed our most basic want-driven selves. He creates a world that takes us back to the very first time we played dress up. To the very moment we realized that working in fashion was what we were meant to do.

If you take the time to watch any Gucci show, you will quickly see that no two models are alike. The outfits are outlandish and potentially intimidating to some, but when you go into the stores and look at each individual piece, you will realize that there is room for us all. This brand celebrates coming together. You can be whomever you want and dress however you want because Alessandro Michele is not here to tell you who to be or how to live. He’s just here to feed us what we didn’t know we wanted, needed, and now cannot live without. Or, maybe you hate Gucci and think I’m just another melodramatic fashion girl. You decide. With Milan Fashion Week coming up, things are bound to be interesting.

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