While respecting the logo as a symbol of the brand’s 95 year heritage, Michele infused his own maximalist, youthful aesthetic into the logo’s rebirth, using flowers, cartoonesque motifs and bedazzlements that make it modern and relevant. Despite being inspired by a belt buckle used in the 1970s, the relaunched double-G logo still feels modern and fresh, thanks to Michele’s playful albeit risky approach. Numerous luxury brands have dusted off their vintage logos and reintroduced house classics since, from Dior introducing saddlebags sporting the archive logo to Fendi relaunching their iconic 1974 FF branding. His resurrection of the double G Gucci logo in his debut fashion show ushered in a wave of logomania, arguably causing the fashion industry to bid farewell to the age of minimalism initiated by Phoebe Philo’s Céline. AUTHENTICITY When the relatively unknown Alessandro Michele was appointed creative director of Gucci in 2015, he not only revitalized the Gucci brand, but radically transformed the fashion landscape.
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