A couple months ago, Gucci announced their intention to do away with the current seasonal collection showcase — a “Fashion circus” as Alessandro Michele called it — and instead present two seasonless (and genderless) collections instead of five.
Later today the brand will launch their first-ever gender-fluid, non-binary section on their website. Entitled Gucci Mx, shoppers will find an option to browse every item from the Pre-Fall and FW20 collection shot entirely on gender-neutral models. This section of the site is intended to be updated with every coming season.
The move might feel like a natural progression for Gucci, who have put fluidity front and centre in many of their campaigns and collections. It does, however, feel largely unorthodox in the laggard world of luxury fashion, where gender remains a rare consideration of catwalks and e-comm sites.
This first drop on Gucci Mx will include the Jackie 1961 — a re-birth of one of Gucci’s most iconic styles. Reborn as part of the FW20 menswear collection in January, and again at the FW20 womenswear collection in February, the bag was originally a hit 60s and 70s — acquiring its name after becoming a favourite of Jackie Kennedy. Half a century later, the bag has become recontextualised in Gucci’s new, genderless future.
Credits
Creative Director Alessandro Michele
Art Direction Christopher Simmonds
Photographer Angelo Pennetta
Makeup Artist Thomas de Kluyver
Hair Stylist Cyndia Harvey
Location Belgravia Street, London