Gucci Spring / Summer
Collection Presentation
Using lustrous fabrics in subtle makeup colors from blush to tawny brown, pearly gray and silver, the Gucci’s girls are draped and wrapped in clothes that navigated that dangerous line between innovation and vulgarity. The whole presentation stirred sensations that fashion hasn’t felt since the last days of the great supermodels.
In the volatile world of fashion, in which countless collections pass in review each year, it's unfortunate that sometimes the value of the entire show rets on the entertainment fact and not what the designer has created.
The brief that Gucci gave us for the staging of its spring/summer presentation in Singapore: a crisp and concise show.
To create the perfect vehicle for the showcase, and also keeping in mind the stars of the show should always remain the collection pieces. on display, we created a set design that took the form of a featureless black box theatre characterised by spatial austerity.
Showing at an unlikely venue - a vacant office - an atmosphere of anticipation prevailed at the presentation. A backdrop of black velour demarcated the space, rendering the space a mean if theatrical reproduction. The lightings cast bright beams on the floor and backdrop and gave a stunning aura to models emerging. A contrast arose between the immateriality of the void space and the materiality of the show production. This contrast, in turn, heightened the melodrama. The collection presentation became a performance act born out of darkness.
This is a label synonymous with luxury and impeccably made goods so the highest standards were upheld throughout the event - from the gallantly attired doormen, gorgeously styled clotheshorses to the beautifully coordinated and flawless production.