Gucci Launches Customization Service in Milan
In just over a year, Gucci Creative Director Alessandro Michele has successfully overhauled the brand’s image to critical acclaim, placing it at the forefront of cool. The next step in this transition? Gucci DIY, a customization service launched at the brand’s Milan flagship store. Inspired by the punk tradition of DIY ethos and fashion, the program seeks to promote Michele’s own philosophy that fashion is an extension of the self and allows the customer to become a sort of co-designer. The new service offers the personalization of a myriad of products: jackets, blazers, tuxedos, coats, and several footwear styles such as the Ace sneaker and the new Signoria styles. Customization can include anything from alternative color and fabric selections, embroideries and patches, and studs and hand-painting, all made to fit seamlessly within the season’s overall aesthetic. Bar custom pieces made for models and celebrities, this is one of the first opportunities for the consumer to have a hand in the design of his clothes, while still remaining within the context of the brand.