Gucci’s Going to War...With Glimpses of Gold, of Course

Gucci reminded viewers that it’s a dog-eat-dog world out there with their Fall ready-to-wear runway show in Milan, which, unsurprisingly, was not short on dramatics. The show was like a day at the opera. Ominous music reminiscent of the Game of Thrones theme song played, broken up by the occasional howls of barking dogs, mirroring the chain-like accessories the models wore. Strobe lights flickered like lightning - is it the end of the world or just the beginning? An innovative brand like Gucci makes sure to continually prove they’re staying alive and in style. The new line showed that even in today’s crowded fashion scene, the brand’s bark is just as big as its bite.

The looks relied heavily on contrasting and unlikely fusions: soft laces paired with spiked collars and leather, colonial-like soft billowy blouses, topped off with futuristic eyewear. Mixed prints and materials were ubiquitous and, though there were often bright pops of color, the darkness was evident from the apocalyptic, doom-like aesthetic. The looks offered a perfectly balanced blend of elegant and stylish subtleties paired with BDSM-like outlandishness. Some outfits would have been almost normal if not for the addition of sharp metal spikes. The looks were created for a world that lived somewhere between Phantom of the Opera and V for Vendetta. Elements of gold popped up in every ensemble, often in the form of protection. Gold plated ear covers and metallic matted masks smartly matched the sparkling embellishments on the brand’s iconic loafers and handbags, proving that no matter how experimental they get, their timeless staples are here to stay.

Models strutted with seriousness and severity yet impassivity, all at once. These androgynous soldiers seemed to be marching toward something, as the drum rolled and opera singing got increasingly intense. These characters ranged from Bowie eccentric, (hints of Ziggy Stardust), to soft-faced renditions of Billie Eilish. Some models bore shin guards and knee pads, while others dragged large and lumpy black sacks, which eerily looked like body bags. Or perhaps they were just taking out the trash. Some both held and wore a pair of shoes which was an innovative way to offer viewers a glance at more of the collection as well as additional pairing options.

Are we going back in time or are we in the future? It seems like maybe the answer is both according to Gucci or maybe the answer is the present. A checkered pantsuit appeared practical enough for workwear but was then turned on its head when there’s a Freddie Kruger-like mask to match it. Some looks could leave a viewer chained and confused if they weren’t already prepped for entering the world of Gucci’s absurdity. What is it about theater and fashion that go so well together? The allowance and appreciation of melodrama and eccentricities, of course. And Gucci does it well. Like all successful brands, Gucci pushes boundaries while still sticking to their roots, combining the new and the old in a meticulous dance – one that always keeps audiences on the edge of their seat. Gucci knows how to put on a show while also establishing itself as a timeless luxury brand that is going nowhere but forward.

So, Gucci is going to war, but what for? The right to shock, thrill, intrigue, and world-build with high fashion more than anyone else in the game. They’re charging in with golden shields, and the odds are ever in their favor.