#GucciAria: the 100 years brand celebration

Gucci celebrates its centenary with a digital show rich in nuances and references to the Heritage of the Fiorentine maison. Since 2015, the brand has reinvented itself thanks to the vision of the Art Director Alessandro Michele, embracing an innovative, inclusive and progressive culture aimed at rewriting the society’s esthetics standards. Michele, one of the first to drift away from the traditional fashion calendar, is back to amaze with the last fashion show at which the brand new collection #GucciAria has been presented, as a result of the collaboration with Demna Gvasalia, Art Director of Balenciaga.

The brands, both part of the Kering Group, come together to give birth to the glittering collection, accompanied by outstanding narratives, typical of both fashion houses. The show was full of references to the equestrian world and the Savoy Hotel, landmark and starting point for the founder of the brand Guccio Gucci, followed by the iconic era of Tom Ford.

On April 27th at 5.30 pm, Istituto Marangoni Milano presents the event #GucciAria: the 100 years brand celebration An Analysis and Commentary by Antonio Patruno • Istituto Marangoni Milano Programme Leader: a special appointment about the new collection #GucciAria. A virtual meeting rich with insights and both conceptual and critical point of views about the new collection.

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