Gucci’s Latest Fashion Show is a Midcentury Fever Dream
Fashion shows are are all about movement and flow: the way the clothes flit along the runway in tandem with the models to create a living, breathing tableau meant to draw the eye and bring the designs alive. But what happens when the whole dynamic of an in-person fashion show is turned on its head by a global pandemic that discourages large gatherings and up-close-and-personal interactions between viewer and apparel?
The answer is simple: fashion innovators get creative.
Put on hold for nearly two years as a result of the pandemic, fashion shows went mainly virtual, and many of the top houses resorted to livestreams and digital showcases to present their newest collections. Others even took it a step further with über-innovative takes on the traditional. Dior, for example, presented miniature versions of their couture dresses for a digital show during the pandemic, while others opted to hold their shows in wide open public spaces to give attendees adequate room to spread out.
In 2022, however, most fashion houses have returned to the norm. In-person shows are back on the catwalk, as evidenced from the uptick in designers opting for live shows during the 2021 Paris Fashion Week (despite the Omicron surge and continuing COVID restrictions in the French capital).
But there are still fashion all-stars that are opting for creative and forward-thinking solutions when it comes to presenting their wares to the masses, whether it’s in response to the pandemic or simply as a way to stand out and be bold. The latest from Gucci’s creative director Alessandro Michele is a stunning example of the house’s iconic vision on full display.
Showcasing Gucci’s Love Parade Collection, the second by Michele in the historic house’s 100th year of business, the collection was originally presented outdoors along Hollywood Boulevard — the perfect backdrop for the glamorous Gucci. A riotous celebration of over-the-top luxury and cutting-edge design subverting old Hollywood tropes, the collection takes on a whole new dimension when taken off the runway and placed on display. Rather than focusing on movement, the pieces’ sedentary status is instead shown in a series of marvelous midcentury tableaus that are more akin to department store window displays than they are a live show.
The next show took place at the epic Preston Hollow Dallas mansion, a modernist marvel of clean lines and open spaces designed by Texas architect Lionel Morrison. The space was decorated with Michele’s vision of midcentury excess for the event — think bright, shaggy rugs, flower power wallpaper, and shapely furniture in lush fabrics and even more eye-popping colors.
Guests were welcomed into the magical mansion and were free to peruse the goods at their leisure. In addition to the Love Parade Collection, the space also showcased many of Gucci’s most luxe jewelry pieces and coveted skin bags (flown in from Italy specifically for the occasion), a slew of made-to-wear customizable pieces, and, of course, some decadent Gucci in-house cookies.
While many top fashion houses have already chosen to get back on the runway, others are still looking for new ways to display their wares to audiences looking for that extra touch of iconic glam — and the latest installation from Gucci’s visionary creative director Alessandro Michele is a shining example of this. Set to the backdrop of a gorgeous Dallas mansion bedecked with all kinds of plush midcentury pieces, the collection is a feast for the senses that proves fashion can exist — and thrive — just about anywhere.
