Tale of love, revenge and death promises to give House of Gucci kiss of life
Paris — Gucci is all too familiar with falling in and out of love. The Italian label’s relationship with consumers has long traced the arc of wild infatuation followed by languishing interest, before a new creative mind rekindles the romance.
In these lockdown times, Gucci is not feeling particularly adored. Sales in 2020 dropped for the first time in half a dozen years. Consumers who only a year earlier had clamoured for Gucci’s maximalist floral designs and geek chic suddenly found the loud look ill-suited for the age of stay-at-home sweatpants or the sombre aesthetic championed by Yves Saint Laurent or Celine...
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