I've collected Gucci for many years, so I was ready to roll my eyes at another trip into the Tom Ford archive. But Demna has been clever. He takes the attitude of Ford, not simply the clothes, and makes it his own.

I loved the older women in the casting. Gucci should dress the woman of 55 who has bought the house for thirty years and the 22 year old who discovered Demna on TikTok. Then the characters arrive. One owns a vineyard, another is late for a board meeting, another is a rebellious goth. Then this sultry woman in a tiny leather dress and huge boots walks in like she has somewhere interesting to be. Everyone is different, but somehow it is all Gucci.

This is the first time since Ford that I see a clear Gucci woman. Very clever, very deliberate, and commercially viable. Which, let us be honest, is non negotiable for upper management! 😂

Alfonso

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Gucci