Velvet armchairs and marble staircases are the backdrop for Gucci’s new efforts to revive the ailing luxury brand.
Its new creative director is betting big on the makeover.
Alessandro Michele’s fall-winter collection is being shown in a lavish setting at Gucci’s flagship store in Milan that also includes vintage oriental rugs and plush carpets.
The new design will be introduced at other Gucci outlets after Friday’s debut in the Italian fashion capital, Bloomberg reports.
The store format “is one of the ways in which we are communicating Gucci’s new identity,” Gucci chief executive Marco Bizzarri said in a statement.
Bizarri joined in January from Bottega Veneta, Gucci’s stablemate in the Kering S.A. group
Kering brought in Bizzarri and promoted Michele to creative director earlier this year to help restore growth in its biggest brand.
Gucci sales grew for the first time in almost two years in the second quarter.
Other steps the pair have taken include overhauling management, cutting some wholesale accounts and introducing new advertising and packaging in what Kering has called a year of transition for the maker of US$3,400 embroidered canvas handbags.
Michele’s hotly anticipated spring-summer Gucci collection will go on show Wednesday during Milan fashion week.
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