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Gucci Manifesto: when a statement becomes a lifestyle

Nowadays, many are aware of Gucci’s shift towards the way of freedom of expression and

self-determination under the creative direction of Alessandro Michele. In honor of the

autumn-winter 2019-20 collection, the Italian fashion house has produced a campaign with nostalgic tones, crowned by the varnished atmosphere of the 80’s.

The Gucci Manifesto is a campaign conceived almost as a documentary through which the viewer can closely observe the backstage of a fashion show, its preparation, the critical moment of the catwalk, the final interviews with some influential personalities of the fashion world and finally, the creations, which acquire a crucial symbolic value insofar as they become the most important means of an advertising campaign, just as it was about thirty years ago.

The mini collection designed by the Roman designer sees an interesting range of sweatshirts and

t-shirts decorated with prints of masks and statements conceived as real promoters of a lifestyle that points to the search of our true essence.

Here is the key message of the collection: “THE MASK AS A CUT BETWEEN VISIBLE AND INVISIBLE”, the mask conceived as a veil between visible and invisible, hides our true being and at the same time conveys this message outside of us, through its form, its color, its entire structure.

The collection is on sale on the Maison’s official website and in stores from July 18th.

words Ludovica Mucci


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