Brooklyn in the Gucci house
Alessandro Michele’s Gucci is the perfect wardrobe for artists who take the L train from Brooklyn to their Manhattan gallery; now the house even collaborated with one of them, meet the Gucci ghost
Gucci shows were always on the first day of Milan fashion week. And based on the advertising power of the house, everyone showed up even if the fashion factor at the end was simply missing. That has radically changed within only 13 months. Alessandro Michele’s Gucci is now one of the highlights of the week. His fashion is about fantasy, beauty and love.
To illustrate how different his approach is, we take a closer look at his collaboration with Trevor Andrew who recreated the Gucci logo for bags, coats and dresses for his fall/winter show. Let’s not forget, Louis Vuitton has set the bar very high in this department working with world-class artists like Richard Prince or Takashi Murakami. Michele goes in the opposite direction by working with an artist who has put his version of the Gucci logo on Brooklyn toilets and trashcans.
Michele has also made a splash with his approach to advertising. The Frida Giannini days were marked by Photoshop-perfected ad campaigns, which seemed lifeless. Michele has hired Glen Luchford and taken the Gucci clothes to the streets, first in America and most recently in our hometown Berlin. There is life and fun coming off the page. Another cool artist is photographer Ari Marcopoulos who shot the recent lookbooks for the house. No more streamlined perfection but joyful life and clothes are the motto. Ari also introduced Michele to Trevor Andrew, a former professional snowboarder and now Brooklyn artist and producer.
Achtung Digital: Where are you from?
Trevor Andrew: From Nova Scotia, where I basically grew up in a skiing environment. My mum was an instructor and I started boarding from an early age on and I turned professional in my teens and was sponsored by Burton.
AD: What was that like, being a pro snowboarder?
TA: I loved it and even more I loved bringing my look to the mountains which meant dying my hair, making my own outfits and customizing them.
AD: Why the Gucci obsession?
TA: I won this competition and got 50 thousands bucks for it. So I went straight to a Gucci store and bought myself a watch with a big G on it. I saw that on the album cover of Wu Tang clan and had to have it. The ultimate status symbol.
AD: What came next?
TA: I moved to Brooklyn and started making art. Mostly stuff I found in the trash and re-made at home. I spent zero money on art work just really things that people threw out. I mostly kept to myself. Then I developed the Gucci Ghost idea with me being in the dark and telling my story of how I see Gucci. I wanted to see if my vision applies to Gucci so I put the logo on trash cans and toilets and all kinds of objects. I also work as a filmmaker and the last few years I did stuff for Zoe Kravitz and we messed around with Gucci again. Then Ari made the introduction and here I am.
AD: And what’s next for you?
TA: Well, I am married to a muscian called Santigold and she has a new album. We’re going back to New York to celebrate the release in a 99 cents store near Madison Garden. That’s it.
Nothing more needs to be said about how Michele has taken a completely different approach to steering a multi billion dollar fashion giant. Achtung Digital went to the Gucci store on Via Montenapoleone yesterday and we saw customers from all walks of life doing some serious shopping. This is a Gucci moment.