Fashion has become fluid in recent times. This Italian based brand has never compromised on their collection and their idea of fashion.  This year the brand has chosen to make their designers pose as models and the models have done the role of the photographer and storytellers.

Their idea to bring their creative minds to the limelight is the base of this initiative. Gucci’s Creative Director, Alessandro Michele calls this fashion show as a fairy tale of three parts. The first is the urge to celebrate the magical way of the runway show but in an unconventional way. They decided to unveil what lies behind the curtains by bringing out the designers to represent their own works.

The second part was inspired by their May advertising campaign. He says that beauty can appear, unpredictably, and wonderfully imperfect through the absence of control.  The last act poses a question, “What happens to fashion, and its seductive ability, when the truth goes back to being just a moment of the false?” He says that creativity is a shared passion and they have brought the people who helped make this happen to the front stage. The epilogue comes with twists, turns, humility, and more importantly, love.

From this, they bring out the message that they are all in this together and it is a large community full of people with a shared passion and mutual love.

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