Last year, we saw how the whole world of fashion collapsed thanks to the conglomerate Kering after the announce of the Balenciaga x Gucci Hack Project, where both brands where reinterpreted by their creative directors with elements and silhouettes of the other one. In this occasion, Gucci has collaborated with Adidas, coming out with different sportwear pieces that can be wearable and for a large number of audience. Democratization of fashion as its finest. The collaboration is ready to being purchased at this moment in the web of the brand and different retailers
This excited collaboration was created and presented by Alessandro Michelle in the fashion runway for Gucci FW22. The idea behind this opportunity to work for a popular and reachable brand was the capacity that our clothes have to reflect our personality into the present world, how they have a transformative element for the rest of the world about ourself without even realizing. Also, the Italian designer merged sartorial tradition with sportwear codes.
Over 20 years ago, in the primal world of conglomerates and the new sense of high fashion, fitness was a totally different category of clothing that this brands did not want to associate with. In this current time, the connection between fashion to the wider culture through different collaborations is the biggest of businesses. Brands need to be known by the general public taking into consideration what they like and conceptualized themes around that ideas. In the case of Gucci is obvious but the input of streetwear into the high class market is another form of the transformation of the luxury fashion industry.