Celebration of the fashion house’s 100th anniversary offers a postmodern take on branding
From high street to catwalk, collaboration is a mainstay of fashion now. But Gucci’s show on Thursday afternoon – one that celebrated the brand’s 100th anniversary – stepped the idea up a gear.
The creative director Alessandro Michele worked with the designs of one of his biggest rivals for influence – Balenciaga’s Demna Gvasalia. The resulting items featured the Balenciaga logo and Gucci monogram and looked like very expensive bootlegs. They had exactly the kind of postmodern take on branding that gets a lot of play in the Instagram era.
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