Last September, it came as a surprise to see Gucci absent from SS12’s Milan Fashion Week top designers list. They had made all the efforts – timing the Gucci Museo opening with fashion week, when editors were sent down to Florence on a chartered train for a lavish party. But the Art Deco collection with it’s cruise-liner holiday styled garments just didn’t push the right buttons with the public.
Frida Giannini has shaken things up for AW 12/13, and how well it’s worked! Our MFW report, which has just launched, sees Gucci top the week’s most talked-about designer list. So how did she navigate this about-turn?
By reverting to popular culture it seems. When Lagerfield enlisted Florence Welch to perform at Chanel’s SS12 show, he knew he was onto something. Gucci felt it too, annoucing her as the new face of the brand last summer. The penny has finally dropped in the Gucci design room – it’s not Florence’s face the public crave, it’s her ethereal and vintage-inspired clothes we’re keen to get our hands on!
So Gucci’s AW 12/13 collection tapped into this, with its pre-Raphaelite velvet gowns, the sinister feathered dresses and other-worldly capes. All carried out in a palette befitting of the alabaster skinned songstress. It was the perfect marriage, embracing Gucci’s sensuality and night-time pursuits whilst injecting a bit of Welch’s literary romanticism. The modern day muse shifts records, so it follows that interest will surround her and get people talking online.
See what else got people talking during MFW – read our report here!