That message isn’t exactly groundbreaking — but it is a major shift for Gucci, and could prove an effective starting point for Sabato de Sarno, the designer charged with reviving growth at Italy’s biggest fashion brand.
A narrative of youthful, street-smart style came across clearly in De Sarno’s debut show Friday at Milan Fashion Week, despite having to move the proceedings from the buzzing streets of Brera to an unadorned concrete show space under threat of rain.
Some investors are now betting the new creative direction will have a real impact on the brand’s fortunes: Shares in the brand’s owner, French group Kering, rose 4.2% just after the show, and closed the day up 1.6% compared to a 0.4% drop in France’s CAC40 index.
Read more on Gucci shares following the show and how critics were left wanting more in ways both good and bad. #linkinbio
✍️ Robert Williams
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