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Gucci is defying the norms of fashion week by offering an immersive experience centered around one of its most iconic symbols, the Horsebit buckle. Breaking away from the traditional approach of relegating men’s shows to the background, Gucci opened a temporary exhibition during Milan Men’s Fashion Week in 2023 to celebrate the seventieth anniversary of the horsebit buckle.
Spazio Maiocchi served as the venue for the exhibition, which ran from June 17th to 18th. Curated by Alessio Ascari, the founder and creative director of magazines Kaléidoscope and Capsule, the event showcased the work of ten artists who drew inspiration from the horsebit symbol. The diverse range of art displayed included an artificial photo by Charlie Engman, framed images by Blatant Space, patchwork wallpaper by Ed Davis, a film by Bolade Banjo, and a performance by Candela Capitan. Other notable artists included Sylvie Fleury, Gyuhan Lee, Pitter Patter, Anna Franceschini, and Harry Nuriev, each bringing their unique perspective to the exhibition.
What set this exhibition apart was the cohesive presentation of diverse pieces, transforming the venue into an immersive environment that perfectly encapsulated Gucci’s aesthetic. Gyuhan Lee’s minimalist lighting sculptures featured Gucci-printed hanji lamps, Pitter Patter’s sculpture was a table adorned with loafers, and Harry Nuriev’s conceptual space showcased silver coffee tables and armchairs. While the artists’ contributions added cultural credibility to the brand, it was their ability to create a contemporary visual experience that truly highlighted the brand’s connection to the modern world.
Gucci’s deliberate choice of Alessio Ascari as the curator further solidified the brand’s ties to contemporary design. Ascari’s magazines, Kaléidoscope and Capsule, have gained recognition for their exploration of radical design and desire theory. By collaborating with Ascari, Gucci demonstrated its commitment to pushing boundaries and embracing unconventional artistic expressions.
The exhibition’s communication strategy also played a crucial role in setting the tone for the event. Gucci leveraged Instagram to share video announcements and carousel posts featuring captivating visuals from the exhibition. While the focus was not solely on clothing and accessories, with only one post dedicated to the Summer 2024 men’s collection, the brand strategically incorporated the hashtag #MFW (Milan Fashion Week) to generate buzz and align the exhibition with the fashion industry’s most anticipated event.
In a time when fashion shows have become orchestral productions aimed at generating online buzz, Gucci’s exhibition served as a reminder that fashion goes beyond clothing. By creating an immersive space that celebrated its iconic symbol, Gucci emphasized its commitment to erudite sensitivity and a nuanced understanding of luxury. The absence of human silhouettes in the internally designed collection showcased the brand’s focus on conveying a contemporary image that extends beyond traditional textiles. Gucci’s ability to set its own tempo and framework within the frenzy of fashion week showcased the brand’s strength.
Ultimately, Gucci’s exhibition at Milan Men’s Fashion Week was not just a celebration of the horsebit buckle’s seventieth anniversary but also a testament to the brand’s ability to redefine luxury in the fashion industry. By embracing unconventional art forms and emphasizing their connection to contemporary design, Gucci showcased its commitment to creating a unique and immersive experience that sets it apart from the traditional runway shows.
Useful links:
1. Gucci Official Website
2. Milan Fashion Week Official Website
