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Gucci goes alfresco in Florence as it awaits rebirth under buzzy new creative boss
Struggling label produces upbeat parade of greatest hits on home turf while Demna completes stint at Balenciaga
In the most recent Lyst index, which tracks digital engagement to assess which names are leading the fashion conversation, Gucci fell five places to No 17, an ignominious decline for a proud Italian brand. Jewel-coloured brocade mini-shift dresses, kaftans slashed to the navel and lush faux-fur chubbies leant into the charismatic jet-set 1960s glamour that is foundational to Gucci – think Elizabeth Taylor filming Cleopatra in Rome, or Jackie Onassis on holiday in Capri – while jodhpur silhouettes nodded to the equestrian heritage of the home of the horsebit loafer. He once replaced a Paris catwalk show with a specially made episode of The Simpsons, and caused outrage selling pre-scuffed dirty trainers for £400 and a premium leather take on Ikea’s famous blue Frakta shopping tote for £1,600.
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