GUCCI ANCORA: Cut the camp!
Fall came swinging and so did Sabato De Sarno
The business of fashion is a political one, heavily reliant on revenue. And when it comes to the House of Gucci and their questionable decisions, the brand is not conservative about scandal at all.
It's safe to say there's a new kid on the block, and he's here to reign. Fashion is SO back, so let's get into the good, the bad, and the "cunty" about all things Gucci!
In a fashion landscape where change is the only constant , there is a brand who has never been one to shy away from controversy. In contrary Gucci has made it an art form to push the boundaries especially serving as a breath of fresh air in an industry that can feel a bit stale.
In the recent years, under the creative direction of Alessandro Michele, he dialed up the eccentricity to 11.
Although, Michele's genius was rooted in the art of surprise; you never knew if Gucci would be serving retro edgy grandma one season or eccentric space-age glam the next.
When the brand took a bold departure from its traditional image under Alessandro Michele's creative direction, it left many of its loyal consumers scratching their heads. The sudden shift towards unconventional designs and marketing campaigns alienated some of Gucci's core clientele, particularly those who had long associated the brand with timeless sophistication and classic luxury.
As Gucci ventured into uncharted territory, many of its loyal customers, who were accustomed to the brand's iconic status symbols, began to drift away. They found themselves drawn to other luxury houses that offered the traditional elegance they sought. This initial loss in revenue was palpable, as sales of the more conventional Gucci staples dipped.
It's important to note that every fashion metamorphosis takes time, and Gucci was not immune to this rule. As the brand continued to carve its niche in the realm of eccentric, avant-garde fashion, it began attracting a new wave of fashion enthusiasts, particularly from younger generations. This strategic shift eventually paid off in the long run, opening up a new chapter in Gucci's history, albeit at the cost of initial revenue loss from its traditional consumer base.
However, fashion has always had a symbiotic relationship with the state of the economy. During times of economic prosperity, flaunting conspicuous logos and designer labels became a symbol of affluence and status. It was as if your outfit became your personal billboard, proudly declaring your financial success to the world. During economic downturns, many individuals often become more conscious of their spending habits or so they claim to show “altruism”. Many people prioritize practicality, seeking value for their money and investment pieces that offer longevity.
The allure of extravagant logos loses its charm when people are more concerned about stretching their budgets to afford a carton of eggs.
Secondly, there's a growing trend towards minimalism and understated elegance during tough economic times. Flashy logos and excessive branding can feel ostentatious and out of touch with the prevailing sentiment of austerity. Consumers often turn to simpler, timeless designs that exude sophistication without shouting it from the rooftops.
AS YOU CAN PROBABLY TELL
"Ancora," which directly translates to "‘Again” in Italian.
With the hues of an extra ripe cherryred being the center stage at the runway, it’s undeniable that the collection is here to set the tone regarding what is to come in the following years. The color palette of SS24 is highlighting a sexy/flirty red (Ancora Rosso) in all the right ways—cuts, hemlines, and nostalgia dating back to the era that solidified Gucci as one of the players in the big league.
“There is no Gucci without Tom Ford,” and though many critics from fashion blogs and Twitter are screaming bloody murder, this is the pure essence of going back to your roots with brand salience.
Business is business.
Now, let's delve into a short biography of Sabato de Sarno. Born into a family of Italian artisans with a rich history in leather craftsmanship, Sabato inherited an appreciation for the finer details of fashion from a young age. His journey into the world of high fashion began when he left his hometown in Naples to study fashion design in Milan, where he quickly gained recognition for his unique blend of traditional craftsmanship and modern flair.
After completing his studies, Sabato worked with some of the most renowned luxury fashion houses in Italy, honing his skills in leatherworking and accessory design. It was during this time that he cultivated his passion for blending classic Italian elegance with a bold, contemporary edge. Sabato's innovative designs caught the eye of fashion aficionados worldwide, earning him a reputation as a rising star in the industry.
After all, it comes as no surprise that the current zeitgeist is steering towards timelessness, with a resounding echo of stealth wealth reverberating through the hallowed halls of our consumption influence. It’s safe to assume that these coveted pieces will become cherished heirlooms passed down to to our daughters and many generations to come.
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