Agenda-setting intelligence, analysis and advice for the global fashion community.
The most recent Lyst Index, a quarterly ranking of fashion’s hottest brands, had Gucci in the top spot again. Alessandro Michele wouldn’t have known that when he was designing his new collection, but the power of popularity was on his mind. It’s Gucci’s 100th anniversary and what should have been a year of celebration has been driven indoors by the global pandemic. But still, Michele was determined to throw a party to celebrate the brand’s enduring popularity, or pop, in his shorthand. So, working with director Floria Sigismondi, whose video resumé runs from David Bowie to Dua Lipa, he made his version of a pop video. “Like a music video in the Nineties, like George Michael, all those beautiful and crazy fashion things.”
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