It is one of the most emblematic accessories in fashion history. After a long absence, he finally made his comeback.
This season, a lot of things happened to Fashion Week. It is probably the most lively to date. And this is explained by the game of musical chairs in the fashion world: the comings and goings of artistic directors in fashion houses. Dior, Chanel, Versace, Maison Margiela, Balenciaga, Céline… and of course Gucci. All the most fashionable fashion impatiently await the beginnings of their favorite designers. Will they fail to reinvent the house while retaining its historic codes or will they succeed?
For Demna, it is an undeniable success. After 10 years of work at the head of Balenciaga, the Georgian creator replaced Sabato de Sarno at the artistic direction of Gucci last March. And if on the stock market, the action of the Italian house fell 11 % following his appointment, the artistic director proved that everyone was wrong by revealing his first collection on social networks a few days ago.
After an integral overhaul, the brand’s Instagram account presented the photos of the silhouettes, staged in different baroque frames. Entitled “La Famiglia”, Demna has distributed the cards of the game of the 7 families of the Gucci house. In total, 37 characters are represented: the countess, the diva, the snob, the princess, the drama queen … Each look tells a story, that of the Italian brand. There are ultra-structured pieces, flowers, animal prints and logos from head to toe, as well as fur, feathers, leather … in short, extravagance. But what caught our attention was the return of the Gucci belt!
Appeared for the first time in the 1970s, the double G belt marked the whole history of the house, to the point of being recognized worldwide! Put aside for a little while, now Demna puts her back on the stage. Obviously, it is the VIP, monogrammed from head to toe, which carries it, but also and of course: narcissistic. No wonder, when you know the persona associated with this belt: ostentatious people. All the stars had one in their wardrobe, and will certainly come out this year!
During the first of his short film The Tiger Last Tuesday in Milan, Demna showed that he had managed to reinterpret the brand’s codes by highlighting the different facets of Gucci characters. As he explained to Highsnobiaa few months ago: “This year, I will do things that will remind people what Gucci is.“And it’s a promise kept!
