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To celebrate its 100th anniversary, Gucci presents “Gucci Aria”

A film directed by Floria Sigismondi and Alessandro Michele

By Camilla Alcini

“I found that 100 years had passed. In the show, I put ingredients that are a bit my imagination of the brand's mythology, and as in all the great sagas, you don't even know what is true and what is false”, says Alessandro Michele, the creative director of Gucci from 2015 and also of the film Gucci Aria, which today debuts in streaming and presents the brand's latest collection to the world.

A special collection, because a hundred years have passed since Guccio Gucci founded the homonymous brand in Florence in 1921. The rest is history, a story that Michele approaches to mythology, on the border between true and false and reinterprets according to the zeitgeist as usual.

 
 
 
 
 
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The scene begins in the evening, at the entrance to the Savoy Club. Apparently a slightly bohemian venue, in reality it hides an enchanted world that the viewer will only reach after passing through the entire collection. Two rooms illuminated, the first in red, the second with white lights and the flashes of photographers and installations, make up the runway.

 
 
 
 
 
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The playlist choice is very clear: hits like Gucci Gang, Green Gucci Suit and Gucci Flip Flops bring the viewer closer to the current music scene and highlight the place occupied by Gucci in 21st century pop culture. A place that is largely the result of the hard work of Alessandro Michele, who since 2015 has had the talent to transform Gucci into a popular phenomenon that goes from high fashion to the streets without losing its identity and becoming the object of desire of many.

 
 
 
 
 
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In the collection there is no shortage of classic pieces, such as suits in gray and beige but also in acid yellow. The exceptional protagonists of Gucci Aria, however, are the pieces of the historic collaboration with Balenciaga, the French high fashion house that has created unique bags and garments with Gucci that unite these two giants.

The hourglass of the French fashion house, for example, is offered with the Gucci logo print, another undisputed star of the collection. In fact, the logo-mania, a real phenomenon that involved Gucci among others, is more than present in Gucci Aria: suits, coats, bags, boots and whole looks use this print with slight variations.

There is no shortage of memorable accessories, such as a white bunny stroked by the model while parading, hearts covered with stones held in hand and above all caps clearly inspired by the world of horse riding. There’s also a Gucci Beauty cameo, with a model pausing to put on some lipstick.

The septum-style pendant piercings on many looks are also special.

The journey ends on the notes of Waiting For The Stars, when all the protagonists finally reach an idyllic landscape, populated by rabbits and birds, where white horses run free, people kiss each other and finally float lightly towards something higher.

 
 
 
 
 
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