Rise of Designer
The market that we consume within is changing, with the rise of designer brands such as Gucci and Louis Vuitton in the past few years. Is the table turning for what the youth is investing in?
It has been a long time since a fashion house has dramatically captured the imagination of its audience as Gucci has, the influence of the 95 year old brand hasnʼt always been so pervading until Tom Ford reinvented Gucci in the 90ʼs. Ford took control as creative director for a single decade from 94-04, pulling the brand out of financial crisis. Putting the Italian fashion label back on the map increasing sales by 90%.
Under the new creative direction of Alessandro Michele, the brand has re-emerged since 2015. Conveying a powerful aesthetic that has changed the whole mood of the fashion industry. With the use of colour and print in the most unexpected way, Gucci proves it is the pioneer in modern trend setting to a younger and more mature audience.
But Micheleʼs only problem is to remain relevant in a noisy, overcrowded marketplace. The fashion business has changed, its traditional buyers are not enough for Gucci, a new consumer has emerged in this social media millennial, called ‘the influencerʼ. Not that Iʼd call myself one, but scroll through your explore page and iʼm sure youʼll get it.
The market is currently in a similar situation as a decade ago, now reaching the pinnacle of popularity amongst consumers. What can happen next? Well this is where Gucci have got it perfect...
Michele influences the influencer, he trades Gucciʼs powerful aesthetic for a new aspect of streetwear. He has turned Gucci into an in-demand label. Much like Demna has with Balenciaga and Vetements. With celebrity endorsement from the likes of ASAP Rocky, Migos and Travis Scott. Gucci have created a revolution in fashion within this social media age, proving in this age celebrity endorsement is more powerful than design itself.
Michele has taken influence from what ford left behind in the 90ʼs, with layers of clashing colours and rich textiles, and the clever use of the signature stripes of Gucciʼs heritage. This can be shown in pieces from my personal collection that I have sourced.
My interest in high end started around 2 years ago when I got my first proper job managing an independent suit tailoring shop. From being taught about production and buying I found business skills. Through private connections I’ve created relationships with collectors of LV and Gucci. I now source and sell daily through my website or privately.
Within my business it is my aim to source and supply high end goods cheaper than anyone. I personally could sell what I get for more however I have built up a customer base of which most are my friends now.
My favourite personal piece came all the way from Paris, a two piece Monogram suit that was made to measure by Gucci in the tom ford era. This is a 1/1 piece that is a staple in my wardrobe. Even though this suit is nearly two decades old it proves as a timeless piece, as trends come and go Gucci proves to be that brand that is always ‘inʼ.
Recently ivʼe been focussing more on establishing my website, with the aim of selling products people canʼt find anywhere else. With my latest project being custom Louis Vuitton and Fendi silk scarfs, hand cut and sewn out of authentic fabric from the early 2000ʼs. I chose to create my customs in a way so the buyer receives something that no one else has.