As announced some posts ago, Alessandro Michele (Gucci’s creative director) presented his pre-spring-summer 2017 collection at Westminster Abbey last week. For the first time in history the Gothic church hosted a fashion show and Michele explains: “The idea of the show is an homage to the city, because I love English people. I chose Westminster Abbey because everyone has this idea of London being cool, but for me the history is what’s really cool.”.

The collection fully expresses the kaleidoscopic vision of Alessandro Michele’s new Gucci and he points out his attitude towards fashion in these words: “Fashion is not about product, it’s about an amazing idea that you try to understand. It’s about something that you fall in love with and you can’t resist buying. I think the market is really ready for something different. Fashion is about clothes and colours – it’s not serious; I’m not serious. I try to have fun always.”

His love affair with Britain is going to continue until 2019 because the fashion house announced a cultural partnership that will focus on style and fashion with the historic Chatsworth House.

Laura Burlington, wife of the Earl of Burlington – heir to the estate, explains that she’s fascinated by Michele’s ability to mix history and contemporary beauty in his collections. She’s excited about the collaboration because Gucci mirrors the evolution of Chatsworth in hundreds of years thanks to the younger generations that made their own contributions to transform and, at the same time preserve, the house and the landscape.

The affection that Michele demonstrates for Britain goes back to his years under Tom Ford in London, and that’s why he often takes inspiration from several British sources. And that’s why, after the show in Westminster Abbey, he’s planning a shoot for the new campaign at Chatsworth House.

The estate will host the largest exhibition to date from March to October next year, although it has not been announced yet.

In the meanwhile, after the show in Westminster Abbey, Marco Bizzarri (Gucci’s CEO) revealed that he wants to grow the brand by more than double the market average. This growth strategy has been explained during a meeting with no press, but the forecasts are said to be expected for 6 billion Euros for the long term (not specified).

Marco Bizzarri

Thanks to Bizzarri and Michele’s joined effort to reinvent the brand, in 2015 Gucci registered sales of 3.9 billion Euros, the 11.5% more than the previous year.

Alessandro Michele confessed  that when he explained to Marco  Bizzarri and François-Henri Pinault (Kering CEO) what he wanted to do with Gucci, the situation became quite hilarious and crazy. But Bizzarri was a bit more in love with that.

The new Gucci’s attitude fascinates a younger clientele (aged under 34), and many stores have been already reinvented and refitted: 50 will be redesigned in 2016 and other 40-50 a year in the following years.