Gucci’s Ancora Star Studded Fashion Show in Milan, Italy

by Bader Media Group
in Fashion, Featured
on October 2, 2023

September 2023, Milan, Italy: With 62 runway shows taking over Milan during fashion week, the Gucci show stood out with the number of stars and celebrities that turned out to see what the new designer, Sabato De Sarno had planned.

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Kering hopes this showing will help revive sales at its flagship brand which suffered a sales decline.

Bader Media was invited to the show in Milan.

The runway along with the Hollywood crowd that turned out to see what is next, saw a new appreciation of beauty, creating a foundation of a wide scale reset for the French group’s core label – which would be the key to creating buzz and reigniting sales, even if the new designs won’t reach stores until early next year.

Thomas Chauvet, analyst with Citi, said the first look of De Sarno’s vision for the brand indicated “a clear evolution from prior brand aesthetics, likely to attract a slightly older demographic and command higher price points.”

Models filed down a darkened, concrete runway at Gucci’s headquarters, which was a former aircraft factory, highlighting shorts paired with suit jackets, strapless mini-dresses, trim sweatshirts and tank tops with plunging necklines. The show was moved indoors after a threat of rain.
One of fashion’s biggest success stories in recent years, Gucci has fallen behind rivals like LVMH-owned Louis Vuitton and Dior that capitalized on a strong post-pandemic desire for luxury goods.

Since parting ways last November with previous creative director Alessandro Michele, whose spirited, gender-neutral styles were credited with huge sales and profits to match in a four year period, Kering has been planning a new foundation for the brand’s reset with more elevated and timeless looks.

Gucci’s long-time CEO Marco Bizzarri is set to depart the company after this show, to be replaced by managing director Jean-Francois Palus – Kering CEO and Chairman Francois-Henri Pinault’s right-hand man – for a short transitional period.

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