FASHION

Gucci is putting the spotlight on new talent with its new platform

By selling up-and-coming designers and in-house vintage, the Italian brand is inviting people to take part of the brand in new ways.
By OLIVER DAHLE
September 29, 2021

The Italian fashion house Gucci is expanding its, what it seems never-ending, universe with the newly launched Gucci Vault. The brand describes the new website as an ”online concept store created by Gucci from the vision of Creative Director Alessandro Michele. The name evokes an air of magic, denoting the presence of precious objects that represent love for beauty, dreams, passion, the search for ideas that go beyond the confines of time and space; a testament to the belief that past, present and future can co-exist through the power of the imagination”. 

Easily described Gucci Vault is an online platform that on one end is providing a tight curation of vintage Gucci pieces and on the other, it is a marketplace platform, with an equally curated list of up-and-coming designers. The Italian powerhouse has been no stranger to exploring co-branding opportunities in the past. Most recently the brand created a buzz within the fashion world when Gucci ”hacked” its Kering-companion Balenciaga. The brand has also collaborated with The North Face on an outdoor collection, which was launched through Pokémon Go.

The 13 designers, carefully chosen by Creative Director Alessandro Michele and the Gucci team, are for example the British Bianca Saunders, the American Collina Strada, the Chinese Rui Zhou, the French-Cambodian Boramy Viguier, to mention a few. All of them took part in the film festival, hosted by the brand in the fall of 2020, called GucciFest. Worth noticing is that the brands that are being part of Gucci Vault all have their take on social issues, such as sustainability and equality.   

One of the contributing brands is Swedish Rave Review. The brand was founded in 2017 and have made itself famous for producing high-end fashion through upcycled home textiles. Rave Review, who has been a semifinalist in the prestigious LVMH Prize and been awarded the Rising Star Prize from the Swedish Ministry for Foreign Affairs, sees on the collaboration with Gucci with great anticipation.

— We felt incredibly privileged and happy to be part of it. They are doing something groundbreaking for the industry. The whole idea as a leading fashion house to lift other designers is a win-win and is a new way of thinking outside the box, explains Livia Schück, co-founder of Rave Review. 

What does the launch of Gucci Vault mean for you as a brand?

— It means incredible much for us as an emerging brand. Also considering we are based in Sweden, where the fashion scene is quite small and access to international press and networks is quite limited. It has opened up to a lot of new interesting opportunities and we cannot wait to continue the journey, with all it means, with Gucci, Livia concludes.

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