Gucci is now expanding on its DIY customization service. Primarily, customers could put their personal touch on the coveted Dionysus bag. The expansion involves customizing the brand’s denim and biker jackets, silk bombers,shoes, and men’s tailoring. The service is provided in Milan at Gucci’s Via Montenapoleone flagship store. Customization options include appliqués of flowers, snakes, bees, and monograms, with studding and hand-painting on the leather biker jackets.
This DIY service is another step creative director Alessandro Michele has taken to move the brand into a new direction. Between showing the men’s and women’s collections together for Fashion Week 2017 and fusing the genders in his designs, we’ve absolutely been witnessing the fashion house’s reinvention.
Following from Lauren Sherman from BusinessofFashion.com
Gucci shared, with Business of Fashion, the message Alessandro Michele wants to express to customers. Through the improvements being made, he wants to tell shoppers that “the way you dress is an expression of your personality, and that men and women should feel genuinely free to enjoy self-expression.” You can see this through the new DIY options and the brand’s insertion into gender fluidity.
The pricing ranges from around $670 for sneakers, $3200-$5600 for suits, and $2200-8500 for the silk bombers. The DIY service will definitely be a hit with millenials and we’ll be seeing plenty of the results during the upcoming Fashion Week.