If you ask anyone in the fashion world who the two most important labels are today, they will most likely say Tom Ford and Gucci. How these two brands have decided to approach fashion is intriguing, both dishing out couture quality clothing, but still at opposite ends of the fashion spectrum, banking on different feelings to sell, sell, sell.
Yesterday saw the unveiling of Gucci’s latest collection at Milan Fashion Week. Guests were ushered into a nightclub-style gold mirror room, pink velvet banquettes and a pink Gucci striped catwalk. The mist-filled room mimicking a smoky joint blurring their vision yet heightening their senses. With Florence (without her machine) belting out William Blake poetry on the soundtrack. Alessandro Michele’s presentation was inspired by Elton John and Hollywood in general. The pieces that came down the runway, were as you can imagine inspirational yet not wearable. This is Alessandro’s fashion formula, he is out to create desire, we all now want a piece of Gucci. He is appealing to a broad spectrum of women, whether you are a twenty year old wanting a disco bag or a thirty something year old wanting more… There is something for you at Gucci.
Gucci is making its money on desire, building an empire on the sales of slippers, handbags and perfume. Clothing not so much…
Tom Ford on the other hand, has another formula up his sleeve. He presented his first see-now buy-now collection in New York earlier in the month. His presentation at the Four Seasons restaurant invited the who’s who of Hollywood. The step-and-repeat outside the venue rivaling the greatest movie premiere. The event started off with a dinner, followed by a runway show of fabulous wearable clothing that was available for sale the very next day. Tom Ford banking on the immediacy of desire. Basically telling his clients, ‘you can look like this model tomorrow morning if you like.’ Selling clothing is what Tom Ford does and making a very good job of it also…His pool of clients smaller, but all influential women with money who are ready to spend.
Two stunning collections, closer to haute couture that pret-a-porter, each planning to tug at our heart strings in very different ways.