{"id":2239,"date":"2021-05-19T09:50:37","date_gmt":"2021-05-19T07:50:37","guid":{"rendered":"https:\/\/magazine.lineapelle-fair.it\/?p=2239"},"modified":"2021-05-24T18:08:53","modified_gmt":"2021-05-24T16:08:53","slug":"guccis-aria-100-years-of-past-versus-a-hacked-present","status":"publish","type":"post","link":"https:\/\/magazine.lineapelle-fair.it\/en\/focus-en\/guccis-aria-100-years-of-past-versus-a-hacked-present\/","title":{"rendered":"Gucci\u2019s Aria: 100 years of past versus a hacked present"},"content":{"rendered":"

This year Gucci celebrates their first 100 years. The first celebration, in the middle of April, coincided with the presentation of their new collection: Aria<\/a>. That was the occasion when the new interpretation of iconic models celebrated and betrayed the brand\u2019s heritage. With the complicity (as well) of Balenciaga<\/em><\/strong><\/p>\n

In the number of those who, for a thousand reasons, are recreating their archives in a more or less imaginative way,\u00a0Gucci <\/strong>could not miss. Also because, maybe, they are one of the few brands who have a personal reason to do so, apart from any rhetoric about style or sustainability. In 2021, Gucci celebrates\u00a0100 years<\/strong>\u00a0of past and they have started by looking to the future, with a collection based on a series of peculiar twists. The collection was defined by designer\u00a0Alessandro Michele<\/strong>\u00a0\u201can alchemic factory of contaminations, where everything is in contact with everything. An \u201ceverything\u201d involving, unexpectedly, even Balenciaga.<\/p>\n

100 years of past<\/strong><\/h4>\n

The Aria collection enhances the\u00a0heritage of the fashion house<\/strong>. It draws inspiration from their archives, so, celebrating some staples and, at the same time, betraying them. How? Through\u00a0new interpretations of great classics<\/strong>, imagination and\u00a0 iconic<\/strong>\u00a0models<\/strong>. For example, the ones designed by\u00a0Tom Ford<\/strong>. Homages to the history of the brand go beyond this and they are a whole lot. Such as the\u00a0monogram<\/strong>\u00a0in honor of the founder,\u00a0Guccio Gucci<\/strong>, who was there as a guru, starting from the location chosen for the video catwalk, that you can watch again below<\/a>. Or the famous\u00a0Flora printing<\/strong>. And again:\u00a0the equestrian world<\/strong>\u00a0conjured by the stirrup-shaped buckle on bags and belts. The traditional elements of the fashion house (loafers, riding boots, bags) coexist with bold, almost fetish, accessories, such as collars, crops, laces, corsets and leather buckles.<\/p>\n

Hacking and sharing<\/strong><\/h4>\n

The short movie directed by Alessandro Michele together with\u00a0Flora Sigismondi<\/strong>\u00a0presents the result of a \u201chacking laboratory<\/strong>\u201d, as the creative director himself called it. The collection knew how to \u201csteal\u201d from the past to evolve and reconnect to the present, with a multitude of leather accessories: belt bags, bags with various shapes and sizes, jockey hats. But let us take you one step further. That is the step leading to the collaboration with Balenciaga, another brand from the Kering group. Items of clothing and accessories with a double logo for \u201ca game born almost for fun\u201d, Alessandro Michele and Demna Gvasalia, the creative soul of Balenciaga, say in chorus. Much more prosaically, a (well-done) experiment of balance between super classic and super excessive, opening the door to new kinds of business.<\/p>\n

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