For the first time in Alessandro Michele’s reign, Gucci has announced a complete fashion collaboration. According to a teaser campaign posted via Instagram and Tik Tok, outerwear über-brand The North Face is to be the label’s first partner.
Never far from the fashion headlines, this latest venture for Gucci is unique. The North Face, known for their cult-followed technical wears have previously co-created with brands like Supreme, Junya Watanabe and MM6 Maison Margiela. Gucci’s modern era, however, is new to brand cross-breeding as well as customising threads for the great outdoors.
Last week, the Italian supremo got eyes rolling with shoppers spying new season “grass stained” jeans on the their website retailing for more than AU$1200. The garment takes cues from hardy vintage aesthetics and is upcycled from previously loved denims. Obviously, the Twittersphere had a (pardon the pun) field day, with one warrior commenting “you can just pay me to get grass stains on your jeans…I’ll even do it for free.”
However, inclusive of these it’s-called-fashion-baby-look-it-up moments, one of Michele’s greatest skills is keeping the content fresh. His collections of delicious absurdity and that special kind of oxymoronic vintage-modernity we’ve come to obsess over is matched only by his ability to make fashion people and non-fashion people alike take note. And in an industry flailing and fearful of further economic downturn, remaining a topic of conversation is imperative.
Collabs, celeb spruiks and one-off drops all play into Michele’s new guard – the announcement that Gucci will sit out this fashion week and move to only offer two collections per year. A change in line with both environmental sensibilities and sales conservation.
Fans of both labels are no doubt waiting with baited credit cards for #TheNorthFacexGucci line to drop, and with all the extra time to hike and glamp and tend to the vege patch these days we may as well do it dressed by two of the best.