100 Years of Gucci Reviewed by Daria Beloyvan

The new show of the Aria collection helps to feel life in all its manifestations - the Gucci brand has filled its performance with bright emotions and glorious history. One hundred years is shown in a 15-minute video. There are memorable dates, the heritage of collections, history, and the evolution of the brand.

Fashion expert Daria Beloyvan will tell you how the anniversary show went and what details of the collection you should pay attention to.

Alessandro Michele refused to participate in previous fashion shows, but now he exploded with creativity. The brand's centenary was not limited to one show; a short film about fashion was created together with Floria Sigismondi and Alessandro Michele. The creative director has brought to the catwalk a series of new looks presented in a visual novel that tells about the brand's past, present, and future. Also, for the 100th anniversary of the brand, Alessandro Michele got acquainted with the aesthetics of Demna Gvasalia. Alessandro created a series of looks and accessories, where classic Gucci fabrics are combined with Balenciaga silhouettes. The most popular products are the Jackie bag by Gucci and the Hourglass bag by Balenciaga, in a joint version with a graphic of the Balenciaga logo. A similar pattern is repeated on various dresses, literally on all suits sequins glitter and sparkle. The Balenciaga logo appears on Ken Scott prints used by Gucci, complete with a B-shaped metal clasp. Also, we see the famous Balenciaga socks with FloraGucci print, sports caps, and belt bags that are back in fashion!

Hotel Savoy- the beginning of history

At the beginning of the video - a luxury model walks into a club called Savoy, and the same name can be traced throughout the anniversary collection. What is the mysterious word "Savoy" that flickers on many prints? Alessandro Michele recalls the London hotel, which has existed since the early nineteenth century, where famous writers, artists, and musicians lived: Oscar Wilde, Marilyn Monroe, Winston Churchill, and the Beatles. The young founder of the Gucci brand got a job as a handyman in 1899 at the Savoy Hotel, where he worked for four years. Here, young Guccio Gucci kept in touch with influential famous people, gradually acquiring a strong sense of taste and style. There is a belief that it was in this place that Gucci had the idea to create his brand - he discovered the world of fashion and luxury and finally decided to return to Italy with new ideas and impressions. The first collection was dedicated to the Savoy Hotel, where a young porter was depicted on the emblems. Now Gucci is a world-famous brand with a century of history, and Alessandro Michele uses this emblem in the anniversary show.

Family history

Jockey helmets, whips, leather belts, and high boots remind us of the world of horse racing. The Gucci brand developed thanks to the invented legend precisely because earlier aristocratic families preferred brands with an exciting family history, often depicted on emblems. Therefore, Guccio Gucci created his own story about the Florentine craftsmen who made saddles for the medieval nobility. Alessandro also shows this in his collection - the visual appeal, so deeply connected with the brand's stories, is also underlined by the presence of real horses in the final scenes of the short film.