Scheduled to be the first heritage house to present on day one of Milan Fashion Week this season, Gucci is primed to kick off Fall/Winter 2020 with a twist in its native country’s fashion capital. Although the upcoming collection will be a “tribute to the fashion circuit” according to Gucci’s Instagram, it’s likely the pieces will reflect an out-of-the-box perspective on tradition rather than the classic tropes, especially with Alessandro Michele at the helm. The Italian designer has fast become known for bringing his costume design background to the runway in the five years since assuming the role of Gucci’s creative director with provocative presentations brimming with vibrant colors, eclectic patterns, and imaginative silhouettes.
Last season, the fastest-growing luxury brand of 2019 met with controversy when its Spring/Summer 2020 show showcased a series of utilitarian ensembles reminiscent of straight jackets in an effort to demonstrate “the most extreme version of a uniform dictated by society and those who control it,” explained Michele. While some criticized his show as being “hurtful and insensitive”, others appreciated his movement to bring mental health awareness to the forefront of fashion.
Only time will tell what’s in store for Michele’s latest designs, but with a venue like Gucci Hub—the brand’s contemporary Milan headquarters housed inside a historic aeronautical factory—and childhood dollhouse motifs, the presentation of #GucciTheRitual is already shaping up to be a blend of modern and vintage influences, potentially signifying a new era for the almost 100-year-old label.
Livestream the Gucci FW20 presentation below today, February 19 at 3:00 pm Milan time (6:00 pm UAE/5:00 pm KSA)