Gucci DIY Project

Character is in the bag.

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Dionysus is the Greek god of, among other things, pleasure. It is a feeling that is loosely defined, taken and sparked in different ways for each of us. Within the realm of this unique manifestation, Gucci has premiered a customizable version of its Dionysus bag. The Gucci DIY Project, which launched at the end of May, allows accessory hounds to personalize their purses with an array of hardware, embroidery, and patches depicting flowers, insects, lips, hearts—even Swarovski crystals are an option.

It is the latest bold move by creative director Alessandro Michele, who took on the role in 2015 after a stint as the brand’s lead accessories designer. When the Dionysus bag debuted in fall 2015, during Michele’s first collection as creative director, it became an instant must-have. A horseshoe-shaped closure decal bookended by tiger heads provides a nod to Dionysus the god, who is often depicted in Greek mythology riding a tiger; the bag’s chain strap and layered envelope design bring it full circle, embodying the very essence of Gucci: sensual, playful, unafraid. Those traits are further personified with the DIY Project, which brings traditionally punk patchwork into the luxury market in a considerate form.

The DIY Project is Michele’s declaration of his long-time belief that customers should be able to express themselves through fashion. The service is now available at Gucci’s Milan flagship, and will be rolled out at boutiques in other major fashion cities across the globe. The DIY model is likely to expand to other products in the brand, as well, including the Princetown and Ace footwear designs.

Gucci recently showed its 2017 Cruise collection inside London’s Westminster Abbey—the first time the historic halls were used for a fashion show. And so, Michele’s undeniable lasting impression on the Italian house seeps further into its veins; he makes his mark like a custom kiss on a coveted bag.

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June 15, 2016