“Clothing must reflect the way we feel, and we must all feel free to express ourselves,” Gucci stated in a report. This idea was coined by Creative Director, Alessandro Michele.
Premiered on May 25th at the brand’s Milan flagship store, it will soon reach to other boutiques all over the world.
Initially, customisable version of the Dionysus bag was chosen to get the new DIY service in place, soon the service will be extended to the Ace sneakers and the Princetown shoes. Also, the service will cover some items of men’s and woman’s clothing and the ‘Made to Measure’ programme, which is dedicated to menswear.
“The combinations of materials, detailing and decoration on offer ensure that the end result will always evoke the spirit of Alessandro Michele’s vision. In this way, the process of customisation is both a personal statement and a way in which a customer can become a co-designer with Gucci’s Creative Director,” Gucci added in a statement.
The service’s concept was inspired by punk culture, stated Gucci, which has always enchanted Michele: anyone can become anything they want. So, now you can personalise the Dionysus bag by adding different types of embroidery, metallic finishing, details and one’s own initials.
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