Sabato De Sarno, the designer who was essentially unknown outside the industry until he was handed the keys to the $10 billion Gucci kingdom earlier this year and tasked with reinventing a brand that had already been reinvented twice before — once by Tom Ford, as a uniform for sultry power players and then again by Alessandro Michele as a big-tent haven for fashion freakazoids high and low — called his first collection “Ancora.”That translates literally as “again.” But, he said in an interview a few weeks before the show, not again as in a retread, like “play it again, Sam” but as the “again, again, again” of desire: the feeling that, when you find something you love, you can never get enough.
The feeing that, presumably, Gucci sparked in him, and that he (and his bosses) were hoping his Gucci would spark in consumers.
The word was plastered all over posters around Milan teasing the show, on the invitations in a new Gucci burgundy red known as Ancora red and on the sleeve of a vinyl record for the after-party.
It was hard to escape.
Persons:
Sabato De Sarno, —, Tom Ford, Alessandro Michele, Sam ”, Gucci
Organizations:
Gucci
Locations:
Milan