By Jukka Aminoff
Some brands are more liberal or conservative than others. New collections can also shift brands to become more liberal and conservative. Hence, sometimes brands must redefine themselves to make them great again. Therefore, Gucci is a great example for the whole industry. The brand has been able to lift values, which might have been hidden in the industry.
When you go and see Gucci’s new collections, you can instantly see bright and joyful colors. There are some creations, which are very bold and liberal. There are also creations, which are more subtle but they have some quirky details. Gucci has brought more candyness and fun to the luxury fashion industry, which has required more pop art into it because some consumers might see the luxury industry as too serious. Hence, this can make the whole industry quite scary. But as we know, luxury brands are kind.
Gucci may have also discovered a touchpoint to get younger generations more interested in luxury by rocking the boat. I believe that serious times require more fun, and Gucci has mastered this issue with its new collections. It might have widened the living space for other brands as well by going bold. However, this does not mean that other brands should follow Gucci’s footsteps. They have to discover their own bold and creative styles but they have to remember one thing - fun can be a very strong value. Yes, luxury can be fun and joyful.
Bruno Mars’ 24K Magic music video is a great example of having fun with some luxury attitude. However, he is not wearing Gucci but Versace instead - another famous Italian brand. Luxury seems to go candy. There seems to be a sweet summer ahead. You may have to watch the music video on YouTube.