Showcasing bags from the Dionysus collection
Delving deeper into what the brand has become and why everybody aspires for a Gucci state of mind
Creative Direction, Photography, Styling,by Rhea Gupte
Gucci garments and accessories
In a time where thought and the creative process easily take a backseat to a major celebrity splashed across our screens; this approach comes as a welcome and much needed break. Although the end goal and ultimate purpose of most fashion related social media is to sell in some form or other, taking away conversation and setting formats seem like a misuse of a power which can be so much more when harnessed correctly.
It isn’t a surprise though, that Gucci is the poster child for all things good that a luxury brand can do. The rebirth of the label under Alessandro Michele has been a fairy tale, the kind which may be narrated for years to come. From persistent attempts at reducing gender disparity, to injecting honest inspiration from his roots, the label, irrespective of it’s exclusive pricing has achieved the feat of being relatable to a mass audience. Since his debut, Michele scores every point with the ease of seasoned player. With authentically styled runway looks which may remind you of a girl you are friends with or a guy who went to your school, the brand creates a narrative instead of making a singular, one dimensional aesthetic statement. The campaigns produced are more like a bunch of friends hanging out rather than a sort of artificially construed ‘squad’, albeit, with a sanction of thousands of dollars for wardrobe. Understandably, everybody wants a piece of Gucci. An acquisition no longer limited to the wardrobe but to a state of mind which provokes to create beyond the usual, beckons to have pride in where you come from and undeniably encourages to be exactly who you are.