The house of Gucci is celebrating its centenary, and for the occasion, the Italian brand collaborated with the French Balenciaga, for a refreshing fashion show.
On the occasion of its centenary, the house of Gucci presented its fall-winter 2021-2022 collection, mysteriously titled “Aria“, in a fashion show organized out of schedule. To present this highly anticipated collection, Alessandro Michele chose a digital presentation, in the form of a mini-film.
“Here it comes, with the precision of a review. This anniversary. One hundred years have passed,” expresses the brand’s artistic director, Alessandro Michele. “An important moment must be celebrated“.
The presentation film begins in the middle of the night, in a neon-lit street of the Savoy Club, a reference to the Savoy Hotel in London, where the founder of the house, Guccio Gucci, worked as a lifter in his youth. An actor leans in to look through the peephole of the Savoy Club, discovers a heavenly world, and decides to enter.
We are then transported to an immaculate catwalk, surrounded by the flashing of vintage cameras. The models parade on the soundtrack mixed by Lawrence Rothman with various music mentioning the name of the house (Lil Pump “Gucci Gang“, Rick Ross feat. Future “Green Gucci Suit“, Bhad Bhabie feat. Lil Yachty “Gucci Flip Flops“), and celebrates the various representations of Gucci in popular culture.
“I wanted to throw a big pop party,” says the creative director after the online broadcast. “An evening in the form of a rebirth of the house, its myth, and its seductive power, focusing on all the complexity of its DNA. The origin of this collection is my awareness of the magnetism, the fascination that Gucci inspires. A form of worship. A powerful symbolic power,” explains the creative director of the house.
Alessandro Michele explains that this fashion show is not only an opportunity to celebrate its 100 years but also a tribute to the first Balenciaga collection of designer Demna Gvasalia, founder of Vetements. “I plundered Demna Gvasalia‘s non-conformist rigor,” said Alessandro Michele. The Aria collection also contains references to designer Tom Ford.
The sight of these Gucci x Balenciaga silhouettes is enough to shake the web, which can not believe its eyes. Never before has such collaboration with two luxury giants seen the light of day, and although both houses belong to the Kering group, the astonishment is total. However, this is not a collaboration, but rather a tribute. We notice for example an Hourglass bag, revisited Gucci way, or the Pantashoe by Demna Gvasalia.
“Fashion is no longer just confined within the walls of a single house“, Alessandro Michele details. “In an industry that lives and thrives on creativity, the freedom of ideas becomes essential. When I saw the Balenciaga show by Demna Gvasalia, it was a no-brainer. It was so sincere and so palpable, that I wanted to do something with it”.
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The film of the collection ends with the opening of two large doors of the club, which reveals an abundant exterior, of great nature, towards which the models move, mimicking the flight of birds with their arms, their hair in the wind. Tender scenes are staged, surrounded by white rabbits and a majestic horse, also white, and soon the mannequins fly away one by one.
“I know that Gucci doesn’t have the same history as a well-known French fashion house, but it still started with the world of luggage, in an elitist universe, a very fetishistic universe. The models make love to the objects from this equestrian world that I twisted to incorporate them into a club universe,” explains the designer Alessandro Michele.
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Featured Photo : © Gucci
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