WHY GUCCI BECAME THE KING OF MODERN FASHION COMBINING STREET APPEAL WITH TOP LUXURY
When Alessandro Michele became the Creative Director of Gucci in January 2015, almost all the insiders declared themselves surprised and perplexed by the choice made by Marco Bizzarri, the new CEO of the famous brand.
Few insiders knew the real abilities, skills and potential of the designer who arrived at Gucci in 2002 by the will of Tom Ford and who, after the departure of the American, became a faithful collaborator of an immediately celebrated Frida Giannini.
Marco Bizzarri chose to trust a collaborator within the company, in him there was the firm will to reposition the brand among the new audiences that animate the luxury market. The loss of turnover in recent years in Giannini's management was a predominant factor. The time had come for a radical creative change, otherwise the risk of a dramatic downgrade of the Brand would have become inevitable.
In a very short time with the amazing 2017, Marco Bizzarri, together with Alessandro Michele, drove Gucci to the top of the luxury hierarchy, not only saving the company from bankruptcy, but in a few semesters they positioned the brand in the fashion elite. The synchrony between the managerial and creative dimensions is absolutely central.
Alessandro Michele, among other things, is an extraordinary interpreter of accessories design, he is a perfectionist of details. For example, his bags are considered to be some of the best built and most beautiful around. Alessandro Michele's looks are lively without being cheeky, with some ingenious overlays (an example are the alternative girl's berets and other elements generically Street) and with a more contrasting color palette than Frida's dark girl mood.
Alessandro Michele increases the quotations and mixes the contrasts, risks inconsistency, perceptual disorder but amazes and amuses. This creative allowed Gucci to break free from its recent past and become an icon of the super-contemporary
.Three key points that have been followed and developed:
- humility: marketing at the service of creativity and not vice versa
- pragmatism: the brand as a partner in dialogue with its own contacts
- the propensity to be courageous, without underestimating the risks
Alessandro Michele has not limited himself to creating performing collections but has been able to transduce them into other sign entities and in turn jointly responsible for the emergence of an imaginary of devastating effectiveness.
Why is the Gucci brand so effective today
Alessandro Michele has shown that he has an uncommon ability to transform the style of his clothes into photographic and audio-visual narratives of considerable impact, artfully orchestrating the lump of semantic contrasts that arouse a profound parallelism with the compositional structure of his looks. . His goal is symbolic rather than stylistic effectiveness. An example is the collaboration with the photographer Glen Luchford, inserting often overlooked territories in the world of fashion. Alessandro Michele has obtained an amazing success by dramatically increasing the contamination of styles and artistic suggestions. Her complicated and original idea of beauty works.
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10 Years Anniversary
10 Years Anniversary
