MILANRTWS/SGUCCI2020 GROUP2 ALEXANDRA JIN LISA VICKY “Orgasmique”
● Milan Fashion Week S/S 2020 CollectionReady-To-Wear ● Gucci Hub was the restoration of the former Caproni Aeronautical factory(1915) ● Bring together all the brand’s Milan offices, showrooms, runway space, and the design and photo studios. Framework
ELEMENTS OF FASHION
GUCCI’S ANTIDOTE TO SOCIETY’S CURBING OF IDENTITY AND SELF EXPRESSION
THE WHITE OPENING
The most extreme version of a uniform dictated by society and those who control it.
--FiestaJester -Motallic-Terrarium-Toffee-Princess-Aspen-Pepper-Pink-Living-TurmericRedCoralPeacockStemGoldBlueMossCOLOR
TEXTILE -Raschel knit lace -Silk-Suiting-Satin-Leather-Wool-Cottonfabric
SHAPE -Symmetrical silhouettes -High-deconstruction-See-Drapery-Oversizethroughwaist
FLUIDKINKYRETROFREEDOM
EMOTION
INNOVATION
The Prelude
● mint green-lit travellators, inside a clinically-white setting. Dressed in the same white-beige shade, appearing like a production line.
● Inspired by the idea of subjectification. ‘represent how through fashion, power is exercised over life to eliminate self-expression’.
The Show Preparation
● 70% of the catwalk set’s materials were recycled or reused, the lighting was LED and the show invitations were produced using sustainable paper.
GUCCI SS2020
GUCCI SS2020 References to the Zeitgeist Historical References - 60s Hippie Style - 70s Leisure Suit & bellbottoms - 80s Eyewear
Political, Economic, Environmental GUCCI SS2020 References to the Zeitgeist “ Resistance & fashion’s place in the world today - Michel Foucault’s theory (1926-1984) French philosopher, historian of ideas, social theorist * Microphysics of Powers * Biopolitics * Panopticon * 《Discipline and Punish》 - Global Warming carbon-neutral fashion show using recycled woods for the construction Tree planting projects in Milan Ayesha Tan-Jones Strait-jackets
References to the Zeitgeist
GUCCI SS2020
Technology - Gucci’s entire supply chain and operations have become completely carbon-neutral - sustainable sourcing upcycling materials - using organic fabrics, more efficient manufacturing - Gucci ArtLab - Design - R&D Center - Sustainable development - High tech machinery
References to the Zeitgeist
Cross Cultural Japanese Tartan Plaid Paisley Italian
GUCCI SS2020
References to the Zeitgeist
GUCCI SS2020
Culture - Riding crops - accessorized lace-inset slip dresses - black vinyl choker - Leather whip “ The biggest shocker was Michele’s embrace of sexiness. ” Gucci Orgasmique S&M Style
Target
GUCCI SS2020
Market Demographic - Ages: 25 - 45 - Males & Females - Middle & High-class - Nationality: Asia, America, Europe Phsycographic - Strong Fashion Conscious - SSN Savy
Trend Forecast
Accepted Color blocking
GUCCI SS2020
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Trend Forecast
Rejected Lingerie without any layering as causal wear
GUCCI SS2020
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Trend Forecast
Accepted ● Belt with a big medallion GUCCI SS2020
Trend Forecast
Rejected White monochromatic
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Trend Forecast
Accepted Big Sunglasses
GUCCI SS2020
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Works Cited
All That's Interesting. “A Brief History Of Hippies, The Counter-Culture Movement That Took Over America.”
All That's Interesting, All That's Interesting, 28 June Abad,https://allthatsinteresting.com/a-brief-history-of-hippies2018,.Mario.“GucciBroughtSexyBackWith'Orgasmique'
Show.” PAPER, PAPER, 23 Sept. Stanley,https://www.papermag.com/gucci-spring-2020-2640465936.html?rebelltitem=10#rebelltitem102019,.Jack.“GucciPresentsStripped-BackSS20Show,CommentsonProtestThatOccurredon Runway (UPDATE).” HYPEBEAST, HYPEBEAST, 24 Sept. Ho,https://hypebeast.com/2019/9/gucci-spring-summer-2020-milan-fashion-week-first-look2019,.Sally.“GucciPlantsEnoughTreesToMakeOperations&SupplyChainCarbonNeutral.”
Green Queen, 18 Sept. 2019, https://www.greenqueen.com.hk/gucci-tree-planting-carbon-neutral-operations-supply-chain/.
Gucci. “The House's New Frontier of Creativity and Artisanal Craftsmanship.” The House's New Frontier of Creativity and Artisanal Craftsmanship. - Gucci Stories, GuccI, 27 Aug. Phelps,https://www.gucci.com/int/en/st/stories/gucci-equilibrium/article/artlab-20182018,.Nicole.“GucciSpring2020Ready-to-WearFashionShow.”
Vogue, Vogue, 24 Sept. 2019, https://www.vogue.com/fashion-shows/spring-2020-ready-to-wear/gucci.
