It is not a seasonal trend, it is the consumers desire to Be uncategorized. Gucci’s Creative Director Alessandro Michele’s men’s collections feature, ruffles, lace, bows, and florals, the idea is gender-flexible fashion. Women becoming more powerful and there is even a macro trend called ‘power woman’, which is about a strong independent woman who earns money and is very successful. This woman does not really need a man in that case.
It looks like there has been a role exchange in society – women wear loose and casual styled clothing, military and men put on Gucci’s ruffles and lace. Women choose masculinity and men femininity.
You can not ignore any macro trends if you want a successful business, So, there are brands in the market, which due to their brand image and overall concept still are not able to create something like Gucci does. Their solution is a unisex collection, which seems to be a very good idea. Such collections is all about finding a personal uniform that is modern, timeless and provides for easy dressing.
However, in Russia, the distinction between man and woman is not disappearing. I interviewed Gucci’s shop consultant at TSUM in Moscow in order to understand the consumer behavior of the Russian man and their attitude to the new feminine Gucci’s style.
What can you say about Gucci’s VIP menswear clients’ reaction and opinion on the new feminine collection? Despite our buyers trying to choose the most appropriate items, our Russian clientele does not yet understand this new style. They often ask whether it is a womenswear collection or not.
And what can you say about sales? Obviously, sales have decreased in menswear. We need time to adjust to this new trend. Our man needs time.
Russia may need to rethink as gender lines are blurring in fashion and in life. The concept chimes with the thinking of designers like Rad Hourani, whose gender-free show in January featured models in gender-concealing masks, current British Fashion Award winners Vetements, Nicopanda, Nicola Formichetti’s collection of gender-neutral streetwear; it has inspired Hood by Air and Public School and, before them, Mr. Owens and Martin Margiela, whose collections made hash of a binary gender divide.
The modern consumer wants to be part of a bigger picture, part of a movement. If you ask us, people should be free to express femininity, masculinity and everything in between and beyond, to whatever degree makes their heart sing.
Text and interview by Sirana Petrosyan