For the holidays, Gucci tackles the office party, mid-'90s style, in "Gucci Gift 2020."
We're taken to the last edge of the workday, when people start to get festive and itchy, biding time until the party starts even as others finish the final decorations—fat hunks of tinsel, a few kitschy paper snowflakes, some guys running a tree up the stairs.
Also, there are nerdy cardigans. So many nerdy cardigans. And big glasses, chunky metallic purses, conference room karaoke, and crushes forming over poured punch and cheeky sidelong glances.
We love this awkward-chic thing Gucci's got going on.
The work follows fast on the heels of "The Ritual," composed entirely of Gucci models filming themselves doing whatever they wanted at home. Is there a note creative director Alessandro Michele can't hit? It's like he thrives on chaos.
But he also makes an old brand feel fun. This less-serious way of showcasing the brand's clothes and accessories makes its ornateness feel lighter to bear, easier to project into a messy world whose connected style is mostly defined by normcore—aggressively ordinary, with a few twitchy, non-conformist contrasts.
"Gucci Gift 2020" also marks the launch of new Gucci packaging, a patterned green, designed to reduce environmental impact, from friendlier ink to the decision to knot bag handles instead of glueing them.
Check that out below, and read more about its sustainability commitment.