Gucci's Creative Director Alessandro Michele Steps Down After Revolutionizing the Brand
Kering, Gucci's parent company, announced on a Wednesday that Michele, 49, had played a crucial role in transforming the luxury brand into its current form. In a statement, François-Henri Pinault, Kering's chairman and CEO, praised Michele's passion, creativity, ingenuity, and culture, which allowed Gucci to take center stage and secure its position.
Michele joined Gucci as a handbag designer with no experience in leading a major brand, but was unexpectedly promoted to creative director in 2015. In a move that set a trend, he transformed Gucci's image, ditched open branding, and introduced a more eccentric aesthetic that gained fame as "Geek-Chic."
Michele's tenure brought about a period of colorful, maximalist design, interpreting Renaissance art through avant-garde fashion and hosting extravagant shows at historic venues. He maintained the rich legacy of the brand, which celebrated its 100th anniversary last year, and even named one of its famous bags, the Dionysus handbag, after the Greek god of wine.
His gender-specific collections contributed to blurring the distinction between men's and women's collections, while strategic partnerships with companies like Adidas and The North Face expanded the brand's appeal in the mass market.
Michele, named as one of the 100 most influential people by Time in 2017, curated a following of celebrities such as Harry Styles and Billie Eilish, who served as Gucci ambassadors. He also made a dramatic entrance at the star-studded Met Gala in May 2019 alongside Jared Leto, dressed in matching Gucci tailored suits.
As Gucci thrived under Michele's leadership, the brand reported skyrocketing sales figures. Kering holds other renowned brands, including Balenciaga, Bottega Veneta, and Saint Laurent, but Gucci is now its biggest cash cow, reporting a revenue of 9.7 billion euros (around 10.1 billion USD) in 2021.
Michele's time at Gucci wasn't without controversy, however. His all-white jacket show in 2019 sparked protests by a model, Ayesha Tan Jones, who protested by holding up a note that read, "Mental Health is not a trend," and Gucci faced criticism again in 2019 over the sale of a sweater that resembled blackface and a hijab that cost 790 USD.
Gucci's sales have taken a hit due to the COVID-19 pandemic, especially in China, which represents approximately one-third of Gucci's overall revenue.
Michele, who joined Gucci in 2002, said in a final statement: "[I] will forever cherish the experiences, love, and memories I made during this remarkable journey spanning more than twenty years."
He added, "Gucci was my home, my nourishment," and hinted that his future endeavors would be tied to his dreams for the brand.
Gucci has yet to name Michele's successor, although Kering has hinted at further changes in store. In the meantime, Gucci's design studio will continue to oversee the brand's production, with the announcement of a new creative organization to follow.
Top image: Alessandro Michele at the end of the Gucci Fall/Winter 2016-2017 show at the Milan Fashion Week (Reuters/Stefano Rellandini).
