TOappointment to mark in the diary, May 16. The date, just announced, of the next fashion show of Gucci. The chosen location, Castel Del Montein Puglia: a historic and magical place, with a high artistic and cultural value, which is preparing to welcome the collections of the Maison led by Alessandro Michele.
UNESCO heritage
The choice is not accidental. First of all, the site of Andria is Unesco heritage since 1996. And it is known to most for its octagonal plant, one of a kind and reproducing the imperial crown. To order its construction, in fact, Frederick II of Swabia around 1240. Rising 540 meters above sea level, it stands as a bulwark: an architectural crossroads of artistic elements from Northern Europe, the Islamic world and classical antiquity, it is also the symbol of the meeting of peoples, cultures, civilizations and religions in the Mediterranean.
Castel del Monte in Andria (Photo: Franco Cappellari / REDA & CO / Universal Images Group via Getty Images).
The commitment to enhance the historic site
An asset to be preserved, and not only to be enhanced thanks to the resonance of the show: the brand has already made it known that it will support the project enhancement of the historic site of Castel Del Monte, in collaboration with the local authorities (the castle is managed by the Ministry of Culture – Regional Directorate of Puglia Museums). A good practice that has supported and carried on for several years: just think of the campaign shot in Pompeii for women’s Pre-Fall 2019, or to the Cruise 2020 collection presented at Capitoline Museums.
A place with a mysterious charm
Other good reasons to look forward to the fashion show, which will cover the canonical men’s appointment with the June fashion week “away from home”: Frederick II he was not only King of Sicily, Duke of Swabia, King of the Romans, Holy Roman Emperor and King of Jerusalem. Maecenas, patron of the sciences and arts, was known as by the appellation stupor mundi and endowed with a multifaceted personality. And yes, he just remembers someone. Returning to the castle, there are many legends born around it: esoteric in the first placewith the assumption that it was actually a secular temple – having been built without any apparent practical purpose, civil or military (just think that it has neither a moat nor a drawbridge).
Another original location for Gucci
Theories that fascinate and seem like bread for the teeth of Gucci and Alessandro Michele. What awaits us? Meanwhile, another memorable show. On the other hand, the Maison is not new to fashion shows off the calendar and in original locations: the last in chronological order, the Love Parade in Los Angeles. Since 2020 the designer has abandoned the canonical seasonality of the shows, giving different names to each catwalk, and it remains to wonder what the Apulian one will be called.
And what surprises it will hold, after the co-lab of Gucci with Adidas unveiled on the catwalk in Milan last February.
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