Gucci on stage in Italian Puglia on May 16 – WWD

MILAN — Gucci lifts the curtain on the venue for its next menswear and womenswear show on May 16.

Creative director Alessandro Michele chose Castel Del Monte in the Italian region of Puglia as the venue for the show. As noted, Gucci revealed the upcoming event in January without disclosing the location.

The castle strikes with its unique geometric design and has been protected as a World Heritage Site since 1996. It is managed by the Ministry of Culture – Regional Directorate of Museums of Puglia. Continuing Gucci’s commitment to supporting, preserving and promoting cultural and artistic heritage, the Italian luxury brand will support a project to enhance the historic site.

Frederick II of Hohenstaufen, King of Sicily, Germany, Italy and Holy Roman Emperor from 1220 as well as King of Jerusalem from 1225, was a patron of science and the arts and commissioned construction of Castel del Monte around 1240.

The castle stands in Andria, 540 meters above sea level on a hill and the stunning location matches Michele’s fascination with historic places, which in this case blends elements from Northern Europe, the Islamic world and classical antiquity, representing a crossroads of different civilizations and religions.

While brands traditionally present their cruise or resort collections during the months of May and June, Michele decides in 2020 to abandon “the worn-out ritual of seasonality and fashion shows to find a new rhythm”, and to design new names for its collections. The name of the collection that will be presented at Castel del Monte has not been revealed.

In July 2020, Michele showed Epilogue, a project which included a 12 hour livestream. In November 2020, Gucci presented the “Ouverture of Something That Never Ended” mixed collection with a mini-series developed in collaboration with director Gus Van Sant. In April last year, the designer organized the Aria fashion show, which celebrated the brand’s centenary and presented the Balenciaga hacker project. This was followed in November by the Love Parade collection in Los Angeles, which paid homage to Hollywood and the world of cinema. After two years, Gucci returned to Milan in February as part of the official Fashion Week schedule.

Before the COVID-19 pandemic hit, Michele had selected unique locations for Gucci’s then-called Cruises collections: Arles, at the Alyscamps Roman necropolis, a UNESCO World Heritage Site in 1981 for the 2019 Cruise show Prior to this, shows were held at other culturally significant venues, including the Dia Art Foundation in New York, the Cloisters of Westminster Abbey in London, and the Palatina Gallery at Palazzo Pitti in Florence.

As travel restrictions ease, brands have resumed planning their cruise shows around the world. For example, Chanel will parade in Monaco on May 5; Louis Vuitton on May 12 at the Salk Institute in San Diego; Dior will travel to the southern Spanish city of Seville on June 16, and Max Mara will travel to Lisbon on June 28.

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