Gucci Vault Spotlights Recommerce & New Talent
Inspired by cult concept stores of the 90s/early 00s renowned for their curatorial nous, such as The Pineal Eye, online project Gucci Vault both taps into Gen Z’s love of second-hand and highlights new talent, reasserting the brand’s role as a prime cultural tastemaker. The online store comprises vintage Gucci, up-and-coming designers and absurdist video content (like Gucci-themed ASMR).
Announced at Milan Fashion Week (September 2021), Vault comprises reconditioned Gucci clothing, accessories and homewares – with some product customised by creative director Alessandro Michele himself. Each item is numbered and accompanied on-site by a contextual profile detailing its history and the story behind its production. Currently on Edition 1, the rolling concept will be updated regularly.
Vault visitors can also shop a selection of items from 13 emerging designer labels, selected for “their ability to challenge the conventions of fashion”. Most of those featured worked on Gucci Fest, the 2020 seven-day-long online film festival. They include Indo-Nigerian-inspired London-based label Ahluwalia and Chinese embroidery virtuoso Yueqi Qi. Each designer has a dedicated page outlining their brand’s story and production process and was given full creative control to shoot an accompanying campaign.
Injecting Vault with humour, visitors are also treated to tongue-in-cheek styling advice and can watch whimsical videos, such as experts discussing topics including vintage pottery or inducing ASMR by squeezing, stroking and tapping Gucci accessories. See also Retail's Infomercial Micro Trend.
In July, Swiss fashion brand Vetements launched a similar incubator for budding creative talent. Dubbed the Gvasalia Family Foundation (after the brand’s chief executive and founder) the first brand to emerge is actually its own sub-label Vtmnts, with the foundation intending to launch other, more distinct, brands in time.
For another innovative digital concept from Gucci, see Gucci & Roblox Create Garden Metaverse.