Gucci’s drive to be the must-have brand for Gen Z takes on a new impetus with the arrival of Gucci Vault , that launched yesterday with a physical event staged in Milan. This “experimental space” follows on from the Gucci Fest short film program that ran in November 2020, conceptualized by creative director Alessandro Michele. The designers involved all trace their relationship with the house back with a surprise email inviting them to be one of 13 brands participating in Gucci Fest last year and subsequently Gucci Vault.
Vault is a retail experience that, according to a press release, functions as "a time machine, an archive, a library, a laboratory, and a meeting place.'' Vault stocks vintage Gucci (including archival pieces customized by Alessandro Michele) alongside work by emerging designers. Bianca Saunders, Collina Strada, and Ahluwalia are just a few of the fresh talents spotlighted on the platform. Currently, the shop is home to an introductory selection of vintage offerings: Gucci accessories, apparel, handbags, and homeware spanning the '60s to the '90s. Some pieces — including a Jackie bag from the '70s — are hand-painted, rendering them one-of-a-kind.
There's an air of discovery to the store, a playfulness that encourages shoppers to linger even after they've placed an order. ASMR videos feature models handling Gucci wares, and style guides offer sartorial inspiration. Gucci, a house that's reinvented itself many a time, celebrates its 100th anniversary this year. With Vault, Michele invites us to explore the brand's rich history — and leaves us excited for its future.
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