Second Rebellion

Five years ago, creative director Alessandro Michele replaced Gucci’s “sex sells” mantra with his fresh brand of kookiness. But spring/summer 2020 offers a shift from all of that, with a sexy spin to his best-selling formula

- DAPHNE CHEN-CORDEIRO

Some are calling this Gucci 2.0. Some are calling this his most wearable collection ever. But underneath the original Gucci uniform of Byzantine metallics, cacophony of colours and botanics, and gender-fluid outfits, Alessandro Michele definitely wants us to know that he is no one-trick pony.

The Gucci creative director is one of the biggest game changers in the fashion industry today, possessing the rare combination of singular creative vision and strong business acumen. When he took over the creative reins of Gucci in 2015, he inherited a house that faced waning sales and poor reviews. He has since turned the brand around and, in a remarkable shift, made Gucci relevant to millennials and Generation Zs— the demographic group that every luxury brand is desperately trying to get their hands on. Besides this, the all-embracing, gender-neutral, anti-racist platform that Michele champions has become commonplace in the industry.