Over the weekend, Gucci celebrated its 100th anniversary, by hosting the Love Parade show in Los Angeles. This event is Gucci’s first in-person show since February 2020, and it took everyone’s breath away by shutting down Hollywood Boulevard to use as a catwalk. Directed by Alessandro Michele, the collection showcased old Hollywood glamour. Michele attempted to breathe new life into the company with a stunning display of art and history. The show enlightened Gucci’s recent changes such as having shows include both male and female models and launching season-less collections. The show, taking place right outside the El Capitan theatre, was an ode to 1950s Hollywood with heavy Western influences. It was a visually stunning display that was backed by a Bjork soundtrack.
The slight illumination of the stores surrounding the theatre created a dim-lit ambiance that accentuated the garments on runway. The Love Parade shouldn’t be described as simple, but rather purposeful; the production lacked the bells and whistles that often categorize a high fashion runway show, and the lack of intense lighting and over the top displays brought forth the authenticity of the show's theme. As the models walked out of the TCL Chinese Theatre, on display on the LED boards that are on several of the buildings has a Marilyn Monroe quote that reads “I can and will help myself and work on myself analytically, no matter how painful - If I forget things (the unconscious wants to forget - I will only try to remember). Discipline - concentration. My body is my body, every part of it.” Marilyn Monroe and cinema had a great impact on Michele so it becomes readily apparent how that influenced the visual and aura of the Love Parade.
Although the location of the show was monumental, the clothing pieces were nothing less. For other fashion shows, the clothes may just be another piece of a grander art piece, but the storytelling for the Love Parade is through the designs of the clothes. The models come out donning fur, satin, velvet, and feathers that serve as a call back to the night scene of Hollywood fashion. Models can be seen wearing
full-on suits to feather dresses to Hawaiian shirts. The Western inspiration is represented by the cowboy boots, cowboy hats, bandanas, tassels, and trenchcoats that are worn throughout the show. One of the better things about the show is the contrast between each outfit. There is a satisfying balance between the old Hollywood glamour and modern fashion and styling. Models can be seen wearing more traditional pieces with neutral clothing along with models wearing brighter, more exuberant pieces.
One model has on a five-piece suit that’s very modest while another will be wearing a loud Hawaiian with neon green tights and some sneakers. The accessories are also crucial to the overall presentation. These accessories include tiaras, boas, aviators, silver nose pieces, and one-eyed masks which tied all of the looks together. The outfits can be described as costume-like, but this is where the magic lies. Michele has designed pieces and created a show that is meant to blur and disturb the lines of fiction and reality. As much as the designs pay tribute to a time of robust glamour and luxury, he also wants to push fashion forward, especially during a time when life can change at any moment. There’s a practicality in the outfits worn that thrives off fantasy. The concept of allure and charm doesn’t solely have to exist on the runway or in movies, but can be worn at home or on the street. The mystique doesn’t exist solely on the big screen.
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