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Brief Published: 1 Jun 2016

Co-create with Gucci

Gucci's customisable Dionysus handbag

Gucci has just launched a DIY station at its flagship store in Milan. Led by Alessandro Michele, creative director and former head of accessories design at the brand, the move taps into the trend for personalised options within luxury product ranges. 

The DIY station allows creative Gucci fans to personalise their Dionysus handbags – a style that has been reinvented multiple times since its A/W 15/16 debut ­– by adding embroidered patches. Designs range from butterflies, snakes, bees and peonies, to lips, hearts and monogrammed initials.

Plans are in place to roll out the service worldwide and extend the customisable product options to include Gucci’s Ace sneakers, Princetown shoes, select ready-to-wear pieces and men’s made-to-order tailoring. This confirms a wider need for brands to take a more individualised approach with their products – a theme explored in our 2016: Look Ahead Fashion report.

For further reading on luxury customisation and the couture-for-everyone stance, see our Artisan Spring/Summer 2018 Fashion Forecast report, Dior’s Street-Art-Inspired Paradise, Luxury Product Customisation Boom and Decoded Fashion London: Waves of the Future.