Gucci has always been a runway staple in Milan and Paris and a household name for more bourgeois families the world over. But, with the growing power of small street wear brands and the emergence of new perspectives in both street and high-fashion design, the company saw itself in a predicament and they had to get out. However, the steps that such an innovative brand took to go from upper-crust norm to a street-known name and a well-desired high-end designer by the upper classes and broke teenagers alike are to be applauded.
Gucci has not always known such success in its creative energies. On multiple occasions over the last two decades, the brand has found itself without CEOs and creative directors at the same time, leaving it in unknown hands treading in unknown waters. However, after its most recent change-of-face, the brand underwent radical shifts in its aesthetic.
Marco Bizzarri, the new name behind Gucci, is credited with creating looks people love for their non-gender-conforming cuts and the way they redesigned their brand to be less about the brand and more about poking fun at industrialized fashion. The younger buyers and critics absolutely loved this new take on the Gucci aesthetic, but die-hard fans took to social media to show their disinterest in some of Bizzarri’s first collections, especially considering that the first menswear collection designed by team Bizzarri and Alessandro Michele was designed in a mere five days.
In order to pacify some of these long-time supporters and prevent becoming another Museum Designer, Bizzarri made no error in selecting Alessandro Michele as the new creative director of Gucci. A man well cultured about the history of the brand that he took on, Michele understood the need for design compromise in the beginning of this rebrand the situation, but was also unafraid to incorporate his own personal touches and tastes into the fashion icon’s aesthetic, such as his influences from Elton John. Michele was also advised by Bizzarri to use his creativity to the fullest advantage because anything in the fashion industry that is not as big as it can be is deemed mediocre and quickly stamped out by more risk-taking competition.
This success has been further propelled by Celebrities. The launch of rapper Gucci Mane and the release of music like the song “Gucci Gang” celebrate and hype the brand up to younger markets. To have a Gucci belt is to have status with a simple street look. To have anything of Gucci’s is to have a piece of fashion history that always retains its value for its continually renewing creative vision and its hype.
On a more corporate level, the brand also redefined what it meant to have successful sales. Instead of staying so focused on the numbers, the shows and the designs that Gucci puts forth are created with the feeling and sensibility of the product in mind. The design team understands that the buying public wants to buy, not just to be a number in a record somewhere, and they put this concept to work in their newest collections. These pieces feel so much more different than anything the brand had ever produced before, and it is a refreshment not just on its own runway, but in the fashion world at large.
Other brands and other people look to Gucci to see where they can add a creative edge into their lives. These ensembles look just as fashionable and chic on the street ad they do on the runway, and it is for this newfound success in the cutthroat world of fashion that Gucci should be one of, if not the, most celebrated haute couture brands of today.