In celebration of Gucci's 100th anniversary this year, creative director Alessandro Michele and Demma Gvasalia of Balenciaga joined forces. Featuring a swiping selection of Balenciaga designs with a twist of equestrian gear and Tom Ford–era sexiness for the collection. An iconic moment, sure to go down in the history of fashion.
The fusion between Gucci and Balenciaga took the world by surprise last week. Titled as the ‘Fashion Crossover Of The Year”, Gucci debuted Gucci ‘Aria’, a 100th- anniversary collection that featured the iconic Balenciaga hallmark and logo. Interestingly, the partnership between both brands is said to not be a collaboration but instead the product of creative director Alessandro Michele’s “hack lab”, which is the embodiment of Alessandro pulling together references from different places, cultures and centuries and putting them together to create a contemporary cultural statement. This time Alessandro integrated the visions of different designers too – in this instance Demna Gvasalia, Balenciaga’s creative director and Tom Ford, one of his predecessors at the brand. And so maybe the more appropriate manner in which to describe this partnership is Balenciaga ‘hacking’ Gucci’s 100th-anniversary collection, ‘Aria’. So yes, GUCCIAGA or BALUCCI (however you want to refer to it as) is very real!!!
Photo credit: Gucci
Gucci describes the collection as a “mutual contamination” between the two brands rather than an artificial curation blend of DNAs. Balenciaga’s influence on the collection is instantly prominent and recognisable with the silhouettes of the sharp tailoring and nipped-waist. The collection also made sure to feature the crossover and mashup of both logos with BALENCIAGA and the double-G bring printed across blazers, accessories and coats.
Photo credit: Gucci
“I am trying to renew for the millionth time this brand, this name, this myth, this saga, because Gucci is a complex container that holds many, many things,” noted Michele in his press notes.
Ultimately, the combination of two iconic luxury minds is exciting, surprising and genius! Kering, the parent company of Gucci and Balenciaga has doubled the value of its products and strengthened the identity and voice of both brands! Perhaps, it is the mutual benefits that both brands can reap – Gucci is known globally but does it have the signature silhouette that Balenciaga has?
Video source: YouTube
The Gucci Aria film is another cultural masterpiece, shot by Floria Sigismondi. The director is known for exploring surrealist themes and has worked with the likes of Rihanna, Marilyn Monson, David Bowie and has even directed episodes of The Handmaid’s Tale.
For Gucci Aria, the film lasted the duration of 15 minutes and started off by whisking the audience away in a neon-let street scene outside the Savoy Club. The Savoy Club is an intentional fictional place that Alessandro decided to feature, as a tribute to Gucci’s founder Guccio Gucci, who began his working life as an elevator operator in London’s iconic Savoy Hotel. “Savoy Club” also features as a slogan on a leather cap.
After entering the Savoy Club, Gucci models are seen walking fiercely down a brightly lit hallway dazzling runway, filled with flashing cameras. Not to forget the soundtrack playing throughout the film was incredibly GUCCI! As we all know, there have been a number of songs inspired by Gucci such as Lil Pump (Gucci Gang), Mier (Gucci On My Bag) and Bhad Bhabie and Lil Yachty (Gucci Flip Flops). Alessandro smartly integrated the influence of the pop culture world into the film and worked with American musician Lawrence Rothman to create a mix of all songs that featured the word “Gucci” in them.
The collection and film also paid tribute to Gucci’s equestrian heritage, as Gucci initially launched the brand by making saddles and accessories for horseback riders. The collection featured riding boots, midi dresses, skirts and harnesses worn under buttoned-down shirts.
The film then takes a turn and ends with models entering a serene utopic Eden, filled with horses, peacocks and sunlight. The remaining minutes of the film is soft and romantic with models and animals embracing each other out of love and then ultimately levitating into the sunlight.
In the time of COVID-19, where the fashion industry and designers have been forced to innovate and be creative, this fusion seems to be the perfect antidote. Being compared to as a ‘Nike x Adidas’ collaboration, Gucci Aria fulfils our fantasies of two highly reputable competitors coming together to create some iconic pieces.
“It really defined the decade in fashion, I think,” says Gvasalia of Ford’s time at Gucci. “But I love how today everything mixes in together — ’70s, ’90s, ’00s, etc. Anything is really possible and fashion is such a melting pot of the past, present, and future. That’s what makes it so special and intriguing I guess.”
You can listen to the Spotify playlist for the Gucci Aria show here:
References:
CARREON, J., 2021. Here's Your First Look at Gucci Aria. [online] ELLE. Available at: <https://www.elle.com/fashion/a36124930/gucci-aria-collection-balenciaga-collaboration/> [Accessed 24 April 2021].
Petrarca, E., 2021. The Rumors Are True: Gucci and Balenciaga Have Joined Forces. [online] The Cut. Available at: <https://www.thecut.com/2021/04/gucci-balenciaga-collaboration-2021.html> [Accessed 24 April 2021].
Stansfield, T., 2021. Alessandro Michele and Demna Gvasalia on Gucci’s Hacking of Balenciaga. [online] AnOther. Available at: <https://www.anothermag.com/fashion-beauty/13271/alessandro-michele-and-demna-gvasalia-on-contaminating-gucci-and-balenciaga?utm_source=Link&utm_medium=Link&utm_campaign=RSSFeed&utm_term=alessandro-michele-and-demna-gvasalia-on-gucci-s-hacking-of-balenciaga> [Accessed 24 April 2021].
Editor; Lacey Wint
Comments