The Gucci fall/winter 2018 runway show, where some models carried lifelike replicas of their own decapitated heads down the runway, received mostly rave reviews for pomp and creativity, but Giorgio Armani wasn’t feeling it. In fact, Armani was left “perplexed” by the whole thing.
At a premiere for a short film produced by Armani, the fashion veteran told WWD that he has no desire to participate in a fashion world turned circus. The 83-year-old Italian designer didn’t specifically name Gucci’s creative director Alessandro Michele or his most recent, over-the-top runway extravaganza, which took place in a stark set designed to look like an operating room, but he didn’t have to. The fashion world has been buzzing about Michele’s show since it took place in Milan last week.
“Fashion can’t be a means to have the media talk about you,” he said. “We have to move and excite but without going overboard — it’s too easy.”
Arming models with ‘head bags’ instead of handbags definitely got the media talking, but was it really overboard as Armani suggested? Maybe. Still, fashion is an artform, and Gucci chose to take a theatrical route over a traditional presentation.
It’s artistic progress for some, but others, like Armani, see it simply as another trying-too-hard gimmick. The thing is, Armani has been at this game for decades now, and he’s sticking to his old school ways.
“I have never wanted to trick consumers, and what I show on the runway is what customers can find in stores,” Armani said.
Sure, we won’t be able to walk into a Gucci store and buy a fake head bag or a tiny dragon that also made an appearance on the catwalk anytime soon, but it’s still fun to see a little creativity on the catwalk. Plus, a little rivalry is what keeps things interesting, no?