Returning to the age-old practise of a tailor taking measurements of his patron, Gucci has brought back the DIY (Do-It-Yourself) service to men’s tailoring, for customisable outfits. This is the second phase by the brand, which had earlier this year, introduced the DIY facility for its Dionysus bag. Currently the customisable menswear facility is available at Gucci’s flagship store in Milan at Via Monte Napoleone.
Gucci DIY project is very close to the heart of Creative Director Alessandro Michele, who wishes to enable customers of the House to express themselves through the personalisation of selected products. With roots in his love of the British punk attitude, his philosophy is that the way you dress is an expression of your personality, and that men and women should feel genuinely free to enjoy self-expression. The men’s products available for customisation are extensive and signal a fresh commitment from the House to tailoring. All jackets are fully-canvassed, and there are several silhouettes for day and eveningwear for jackets, blazers, tuxedos and coats. Customers can choose from a wide range of fabrics and buttons, as well as from a host of monogram lettering options. Key to the process is the selection of linings, and here Gucci is producing a variety of bright patterns in silk foulard to choose from – these designs can be used for both jacket linings and trouser waistbands.
An important part of the DIY initiative is centred on eveningwear, where customised inspired by the red carpet are now available to customers for the first time. To augment the tailoring there are also formal shirts with many collar and cuff options. Symbols and monograms can be embroidered on shirts.
The new phase of Gucci DIY is being celebrated with a dedicated window display in the flagship Via Monte Napoleone store. A new House shield is unveiled that features two king snakes, a tiger’s head, a bee, a crown and the words ‘DO IT YOURSELF’. There will also be a window tableau of men’s tailoring displaying the wide range of materials and colours available.
Although the aim of the DIY service is to encourage customers to interpret the Gucci aesthetic in a highly idiosyncratic way, the combination of materials, detailing and decoration on offer ensures that the end result will always evoke the spirit of Alessandro Michele’s vision.