About Gucci

A new dawn, a new chapter.

Behind the Gucci revolution, a new vision. Eclectic, contemporary, romantic—creative director Alessandro Michele is telling a different story about the brand. Celebrating individuality, the allure of the undefined, Gucci maps an emancipated sexuality. Designed with passion and authenticity, the House’s attitude is a feeling of freedom. Beginning on the runway, this story has flourished in every piece of the brand, and now it transforms Gucci fragrances, starting in September 2016 with its most successful signature scents: Gucci Guilty for him and for her.

The generation that inspires Alessandro Michele is characterized by a celebrative anarchy. They don’t believe in conformity, submitting to labels or to gender rules, breaking free from common social boundaries. They express themselves however they want, with whomever they want and passionately explore whatever they want. They are hedonistic without apology and indulge in life’s pleasures without feeling guilty. They experiment and enjoy because they feel completely free. This modern declaration of self-expression and sexuality ignites the new chapter of Gucci

"I just want people to feel free. If you walk along the street, in any city or metropolis of the world, you realise there’s a kind of marvellous anarchy that characterises youth, but also people of all ages."

Alessandro Michele

Eclectic, contemporary, romantic, Gucci has redefined luxury under the new vision of creative director Alessandro Michele as one of the world's most desirable fashion houses.

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