Gucci calls Balenciaga to celebrate its centenary
In celebration of its 100 years, Gucci has called on a team of experienced artists to create Aria. The collection mixes current pieces, modern and bolder structures, and an indie audiovisual direction with references from the '90s.
Alessandro Michele, creative director of the brand, in partnership with Demna Gvasalia from Balenciaga, created designs for today's style, mixing floral suits with embroidered pieces logo, leather boots and horse riding equipment, corselets with chains, and other daring elements such as leather harnesses. The sophistication of Gucci and the boldness of Balenciaga in balance.
To introduce Aria’s designs, Michele invited audiovisual artist Floria Sigismondi, who has worked in Björk's, David Bowie's, and Marilyn Manson's videos. The first thing she and Michele did together was Gucci Gifting, shot in the Garden of Ninfa, just outside of Rome. After that, they became practically brother and sister. Sigismondi's work was fundamental to build a current identity, with pop songs and narrative.
The video scenario is the Savoy Club, a nod to London’s Savoy Hotel where Guccio Gucci got the idea to launch the brand. Models walk on the runway while being surrounded by paparazzi cameras, then everyone meets in a forest, with horses and other animals, as if they'd opened the doors to breathe something new.
After all, Aria translates from Italian as the air, something we all need after all this time indoors.
You can enjoy a trip around the world with Balenciaga.