Since Gucci officially dropped out of the Fashion Week calendar last year, it has had some out-of-the-box ideas for showcasing its collections.

“We will meet just twice a year, to share the chapters of a new story,” wrote creative director Alessandro Michele on Instagram. “Irregular, joyful and absolutely free chapters, which will be written blending rules and genres, feeding on new spaces, linguistic codes and communication platforms.”

One such chapter is the Italian brand’s Cruise 2021 collection, “Epilogue”, which was revealed through a 12-hour livestream that had its own designers modelling the pieces. For Spring/Summer 2021, it debuted a fashion film festival that starred the likes of Billie Eilish and Harry Styles. Now, for its upcoming collection, titled “Aria”, Gucci is once again turning to cinema.

The Fall/Winter 2021 collection will be presented through a short film, and you can expect it to be a special one consider that it marks the brand’s 100th anniversary. We have no other details yet, but to tease the collection, Gucci offered actual brain teasers dubbed “GUCCIQUIZ!” (see above).

Solve them while you wait for the show to premiere today, 15 April, at 9.00 pm (Malaysia time) through the livestream below.

Header photo credit: Gucci

This story first appeared on Lifestyle Asia Singapore

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