Gucci Back in the Fashion Conversation

• How did Demna’s approach differ from typical luxury fashion rollouts? Discuss the impact of releasing visuals on social media before the official unveiling, and the use of a cinema/movie motif rather than a runway.

Demna used a variety of creative media to create traction for the upcoming season. The designer himself has always been known for going out of the norm and I feel like using cinemas promoting the image is very on brand for him.

• Explain the marketing advantages and risks of “see now, buy now” in the context of Gucci’s sales slump and the competitive luxury market.

It gives the benefit of consumers actually being able to purchase looks that were usually limited or far beyond an acceptable price (even for Gucci's standards). Making the clothing ready to wear causes a quicker turnaround rate for items to be worn on the street but way limit its exclusive imagery.

• Evaluate how heritage codes (logos, iconic bags, “La Famiglia” archetypes) and celebrity cameos were used to engage both loyalists and new audiences on social platforms.

Gucci is all about heritage, I believe Demna used the Gucci family as a way to leverage that heritage and then applied his hook by adding celebrities like Docheii and Edward Norton, these people add new interest towards Gucci the same way they are added apart of the family.

• How might this campaign influence the broader luxury fashion industry’s use of social media?

I think this campaign might bring an influx in more creative and unique content from fashion houses. This campaign was very against the ordinary as it’s long-form content with meaning and I believe it’s a push in a good direction.

• Pick one key post or digital moment (Instagram lookbook, film clip, or star cameo) from the campaign. Describe the post and analyze its effectiveness in sparking conversation, measured by engagement metrics or media coverage.

I thought the shot in the pool on how people’s perceptions can be purely in your head and was really a beautiful message. The imagery of flowing through water in these delicate dresses mimicking jellyfish really replicated that sense of freedom, especially in comparison to the man in the button up.