"J'veux du L, j'veux du V, j'veux du G" – as sung by PNL rappers in 2016, perfectly anticipating Gucci's dominance in 2017.
After a tough stretch, Gucci revitalized in 2015 with Alessandro Michele as Creative Director and Marco Bizzarri steering business operations. Their vision ignited massive success, crowning 2017 as the brand's pinnacle year.
Gucci 2.0
Jared Leto, muse for Gucci's Guilty fragrances and longtime friend of Michele, showcases the brand's standout pieces: loafers, sweaters, denim jackets, and embroidered suits. During the 2016 'Suicide Squad' promotion, Leto's viral excitement over a Gucci suit from Milan's runway exploded online after his London premiere red carpet look. Gucci harnessed this viral magic, launching a February 2017 meme-style ad campaign for Instagram, Tumblr, and Twitter – ideal for captivating millennials.
Youth and Inclusivity
Gucci appeals to the youngest audiences while embracing markets luxury often overlooked: minorities. In February 2017, acknowledging past shortcomings in inclusivity, the brand unveiled a campaign featuring all models and dancers of color, evoking 1960s English underground club vibes – reminiscent of Netflix's 'The Get Down.' Adored by teen icons like Harry Styles, Jamie XX, and Rihanna, Gucci could soon claim the ultimate cool slogan: 'Netflix, Gucci, and Chill.'
