Will there be a new show in Brera?

Yesterday afternoon De Sarno SaturdayGucci’s new creative director, whose long-awaited debut will be one of the highlights of the upcoming Milan Fashion Week, posted a screenshot of Google Maps on Instagram, where it is located at:Brera Academy of Fine Arts (and, in particular, it will appear in his famous courtyard with a statue of Napoleon) along with the inscription “Milan, a month ago“. In short, the location of the Gucci show should become one of the most famous in the city, where a few years ago Daniel Lee already held his second show of the Bottega Veneta FW17 collection. A place that takes the brand away from its classic location on Via Maecenata, whose vast spaces have so far allowed the creation of sophisticated quasi-theatrical scenes, and places it in a place more symbolically closer to art and a more classic vision of luxury. But there is a second, and more important observation: in fact, it was Sabato De Sarno who conveyed the aesthetic of the “new” Gucci through his personal profile during the summer, providing the public with announcements of the next campaign. and now I propose the place of the next show.

The Importance of Sabato De Sarno’s Revelations

From the first announcement of his creative direction in January to the September show, there has been quite a bit of curiosity around De Sarno and Gucci’s new course. The new creative director, a veteran Valentino, is fairly well known to industry insiders, and his Instagram, which we’ve seen a few references to Gucci since May, claims thata more personal, friendly and casual approach which is perfect for press and fan previews in a somewhat informal way that seems to make us take a look at the preparations for the brand’s breakthrough through classic photos that we can find on a smartphone fashion worker which perpetuate “behind the scenes” for private use. It is this type of family communication that differs from the institutional nature of the brand’s official channels in that it in position reveal more, show less. A perfect example was the presentation of a new campaign that, with a single image, caused an uproar in the industry, the heart of which was the brand and its new creative director, and which caused a lot of excitement among sector insiders who launched into all sorts of analysis and forecasts of the collection that will be on the catwalk.

So if Gucci’s official channel has focused on the brand’s projects, from luggage and eyewear campaigns, Beyoncé’s tour costumes to new world ambassadors, it’s through the new creative director’s Instagram. the brand sows a clear and controlled sense of hypewhile building the image of a new creative director, his tastes, ways of communication. Something similar is happening in New York with Peter Do and Helmut Lang, who, however, had a much wider hand in terms of teasers and synopses. Either way, the strategy is working and all eyes are on Brera and the next long-awaited Gucci show.

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