Guccy and Guccify, misspelling and a neologism to reiterate the brand strength. If the goal was to mock copycats, Alessandro Michele nailed perfectly. This act testifies that Gucci, who has as creative director Alessandro Michele and as CEO Marco Bizzarri, enjoys good financial and revenues health as well as dictating trends and imposing a very defined aesthetic. This week Gucci presented the 2018 cruise collection with a special event at the Palatine Gallery of Palazzo Pitti, Florence. In the unusual and extravagant stylistic offer proposed by Michele, puns that the designer embroidered on his signature looks made an impact. Among these embroidered puns, there was Guccy, a possible irony on how the non-European public might misunderstand the spelling of the name, but also as tease against counterfeiters and sellers of fakes. Interestingly, the slogan “Guccify yourself” invited fans and other creators who look to Michele’s aesthetic for inspiration to let go and be free.
Mocking copycats on the catwalk: Alessandro Michele takes off with Guccy
