The significance of Gucci Archetypes, the new Gucci exhibition in Florence An exhibition that paints a precise picture of the new role played by the luxury brand in the fashion ecosystem

Just a few weeks ago, Alessandro Michele presented his latest collection for Gucci , which was an ode to the brand’s 100 year anniversary. To further commemorate the occasion, last week the brand opened its doors to an exhibition entitled Gucci Garden Archetypes at the Gucci Gardens in Florence, curated by Creative Director Alessandro Michele. The exhibition itself is a multimedia immersive experience which takes the viewer through fifteen of Michele’s most iconic campaigns with each room being dedicated to a specific moment in the designer’s creative vision for the house. 

As the famous quote goes “an artist’s duty is to reflect the times...” and in finding ways to create and advertise  products that not only reflect the current times but often start conversations around the future, Michele enforces a precedent on how fashion can and should entail more than just clothing. When questioned about the brand’s activism work at the press conference, Michele explained that, apart from formidable marketing, his approach was simply a reflection of who he is, one who is open and interested in learning from the younger generation, and evolving with the times, which is why although the Gucci Archetypes exhibition only offers a small glimpse into his work for the Gucci, more than anything it gives a glance of the brands future and the role that they intend to continue to play in the years to come.