Gucci Releases Aria Collection With 'New Face'

Illustration of the Gucci 'Aria' collection (Source: Gucci)

JAKARTA - Aria, the Gucci Autumn / Winter 2021 collection is displayed outside the usual calendar. Since three days ago (13/4), channels on YouTube and Instagram, a fashion house which is closely monitored by the fashion industry, has launched its newest collection in collaboration with the Balenciaga fashion house.

Reporting from Vogue, Friday, April 16, sales of this exclusive fashion house decreased until income decreased by 10.3 percent. Alexandro Michele as Creative Director at Gucci since 2015 offers new ideas.

Gucci partnered with Balenciaga who had a different image from previous Gucci designs. From the impression of luxury and elegance, Gucci's 'new face' responds to a maximistic, gender-neutral appearance that targets Gen Z consumers.

Anusha Couttigane, principal fashion analyst at Kantar, said that the collaboration by Gucci disguises the competitive position of fashion production. Precisely because of clever 'collaboration' steps,

Gucci sets a position not only as a fashion production house but also a cultural platform that can curate, touch other brands, and build other products.

Balenciaga and Gucci have something in common, said Nicole Armstrong, Executive Strategy Director at advertising agency R / GA. Both of them are breaking the rules and pushing boundaries in their fashion designs.

The peculiarities in this Aria collection are still the same as in the past, namely a seasonless narrative, a distinctive style of the brand logo, gender neutrality, a kaleidoscope of colors, accessories, and feather on bamboo handles.

Mario Ortelli from the corporate advisory office of Ortelli & Co. said that Alessandro Michele as creative director has done a very good step.

"Big brands are broadcasters of ideas and values, with creative directors managing them and taking different stimuli and combining them," explains Ortelli.

Brands that have a wide reach such as Gucci and Louis Vuitton, added Ortelli, need to take a step forward by presenting something different but still relevant.

Previously, a collaborative model to create a new atmosphere in fashion production, Gucci has done it several times. Like collaborating with The North Face, Frieze, Disney, and Doraemon.