Gucci’s Summer Stories reinstates the Italian House’s extensive house codes into summer hues.
It has been four shows across two seasons now that Gucci presented without a creative director at helm. Case in point, Sabato de Sarno was handed the creative reins in late January this year, but it will be in September that his full collection debuts. Until that happens, the Italian House has consistently reinforced its extensive house codes within its recent collections, currently being designed by the in-house team. A seemingly precedented move — but if not that, what is a heritage house to do when no one has been instated into the lead creative position of pushing the house forward?
Originally founded in Florence, Italy, in 1921, Gucci’s current dominance has since extended beyond leather goods into other categories like ready-to-wear, beauty, homeware and even pet accessories with the help of its various creative directors. From Tom Ford’s sexed-up vixens to recently departed Alessandro Michele’s maximalist geeks, Gucci’s design language is varied and distinct and has evolved within each of their tenures.
Without a visionary on deck, they look back to the archives, the safest and most sensible option — a decision that does not transgress but instead plays within the familiar and confined spaces of the house during this period of limbo. Though it does not necessarily yield the most creative results since there is no clear direction, it offers the in-house creative team introspection to see how they can reinvigorate the house codes. And with a house like Gucci, one with a legacy that spans over 100 years, there are plenty of motifs to play with.
See these motifs reemerge and be reimagined for Gucci Summer Stories. Intending to capture the essence of summertime — enjoyment, exploration, and escapism — the collection proposes a wardrobe apt for longer days and when the sun shines warmer. Lensed by English photographer Harley Weir, the campaign images possess a nostalgic sun-kissed glow — a visual similar to how one would recall a fond memory from a vacation through a slightly faded rose-tinted lens.
Gucci Summer Stories reaffirms the brand legacy — a timely update to longstanding house codes before the advent of a new creative helm under Sabato de Sarno next month. The fabrics in the collection were kept breathable and light, allowing for wind to breeze through, with cotton and linen being the primary textiles. The menswear offerings were filled with various bowling shirts and blousons decorated with patches and embroidered with the GG motif. Not forgetting, swimwear — a vacation staple — follows the vivid shades, with some even decorated in sparkle that will surely glimmer under the sun. In the accessory front, familiar house iconoclasts such as the horse bit shoe and Jackie were transformed into summer hues and woven textures like raffia, perfect for a balmy Gucci summer.
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