Gucci has announced the launch of their DIY (Do It Yourself) service that
will enable customers to personalize selected products. The first phase of
this new program was launched on May 25 in Milan at the Gucci flagship
store on Montenapoleone. It will be rolled-out globally to other Gucci
boutiques in major fashion cities.
The DIY service will eventually be extended to Gucci’s Ace sneakers and
Princetown shoes, as well as select men’s and women’s ready to wear pieces,
and Gucci’s men’s made to order program.
The initiative was inspired by creative director Alessandro Michele’s
philosophy that the way you dress is how you feel, and that men and women
should feel authentic and free in the expression of themselves. The DIY
service also pays ode to punk culture, which is something Michele has
always found fascinating.
The DIY service for Dionysus bags allows customers to add embroideries,
trims, hardware, and monogrammed initials. Customization can be applied to
both large and medium sized versions of the bag. The choice of embroideries
include animal and plant motifs ranging from butterflies to peonies. The
trim selection is offered in materials like crocodile, python, and suede.
Monogrammed letters can be embellished with Swarovski crystals.
The Dionysus top handle bag has a bamboo handle, and beyond that feature,
the DIY service allows for numerous color variations, materials, and
details for both large and medium sizes. For plain models, customers have a
choice of four leathers (crocodile, ostrich, python, and “moon” leather)
and the color palette includes 18 shades.
There is also a striped model available in “moon” and crocodile leather
which is offered in twelve colors. A cotton lining in the House Herbarium
print is offered in four colors, and the hardware comes in different
finishes.
Although the aim of the DIY initiative is to allow customers to express
themselves in their own individual unique way, the materials, detailing,
and decoration are meant to evoke Michele’s vision. It’s a way of customers
becoming co-designers with the Gucci creative director.
photo:via Gucci PR