Gucci DIY is the luxury market’s newest way to customize fashion
This month has been major for Gucci Creative Director, Alessandro Michele and the Gucci brand.
First, with announcement of their expansion of Gucci’s DIY Collection and later with the reveal of the range during their SS17 Mens Presentation during Milan Fashion Week.
Typical of Alessandro’s forward thinking approach, the expansion of Gucci’s DIY Collection fits right into the trend toward customization and allows the clothing you wear to act as an extension of your personality.
Gucci DIY Collection
Originally launched in May of this year, Gucci’s DIY service has been allowing customers to put a personal stamp on the Dionysus handbag only.
At Milan Fashion Week, Gucci revealed the expansion of their DIY service by adding men’s tailoring, shoes for both men and women, as well as unisex jackets.
Gucci DIY Range
The new range of products include tuxedos, blazers, biker jackets and unisex bomber and denim jackets to their customization services.
Customers can not only choose the fabrics, but also the finer details like the buttons, lining and embellishments – all of which have been previously hand selected by Alessandro Michele himself.
A variety of patches in the shape of bees, kingsnakes and flowers will be available for the bombers and denim jackets. You now also have the option to add a monogram letter or three.
Gucci DIY Shoes
The shoe selection under the Gucci DIY Collection includes a sneaker, a mule and men’s dress shoes, including new lace-up, monk strap and loafer styles.
You have the option to customize the hardware color or add your initials to the insole, or even add a snake patch if you so please. All of the customization services are available in the Via Montenapoleone Gucci flagship store in Milan.
The price of such luxuries varies, with sneakers starting at €595 to suits ranging from €2,900 to almost €5,000, and bomber jackets starting at €1,980 going up to €7,500.
“Although the aim of the DIY service is to encourage customers to interpret the Gucci aesthetic in a highly idiosyncratic way, the combination of materials, detailing and decoration on offer ensures that the end result will always evoke the spirit of Alessandro Michele’s vision.” – Gucci
Gucci SS17 Mens Collection
The new Gucci DIY Collection made its debut at Gucci’s Spring Summer 2017 menswear show in Milan. The room was carpeted, painted and upholstered in lime green with a snake down the runway creating Alessandro’s rendition of a fantasy journey.
“This is my idea of travel; to travel but not leave for anywhere, and dream about somewhere you don’t know.” – Alessandro Michele
Starting from richly textured jackets covered in embroideries and brocade—like those worn by the naval officers in a Jane Austen novel—the collection picked up souvenirs of silk chinoiserie suiting and Donald Duck on loafers and leather jackets. You’ll also see tailoring in floral patterned silks, washed leather jackets and satin kimono jackets embellished with ornate embroidery.
“It’s like falling in love, when the world suddenly unfolds as something new,” read the show notes for Gucci’s SS17 collection.
Jared Leto was the first celebrity to wear Gucci’s DIY Collection. He sat front row with Gucci CEO, Marco Bizzarri, in a unisex bomber personalized with his first initial, the letter J. From February on, Alessandro will show men’s and women’s at the same time, making this his last dedicated menswear show.
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About the Author
Alex English is the Head of Content Marketing at italist.com, building on a lifelong passion for fashion and luxury. After publishing a lifestyle blog for nearly ten years and obtaining an MBA in Milan at SDA Bocconi, one of Europe’s top business schools, he joined the italist team in 2019. His work since then has focused on upper-funnel messaging, brand storytelling, establishing italist as a thought leader in the space, and enriching the customer experience on the platform. Find him on LinkedIn.