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Punk held that anyone could become a musician or fashion designer. This week Gucci launched the Gucci DIY (Do It Yourself) - a new service dedicated to enabling customers of the House to express themselves.
Envelope by Celine Aagaard
The initiative was inspired by Creative Director Alessandro Michele’s philosophy that the way you dress is how you feel. The DIY service also references punk culture – celebrating its 40th anniversary this year – which is something Alessandro Michele has always found fascinating.
Punk held that anyone could become a musician or fashion designer. All you needed was imagination and the courage to Do It Yourself. In many ways, this rebellious subculture was rooted in a desire for self-expression. The Dionysus DIY service allows Gucci customers the opportunity to add a variety of embroideries, trims, hardware and monogrammed initials.
The concept was launched last week in Milan at the Gucci flagship store on via Montenapoleone, thereafter it will be rolled-out globally at other Gucci boutiques in major fashion cities. The Gucci DIY service will in due course be extended to Gucci's Ace sneakers and Princetown shoes as well as men's and women's ready to wear piece.
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