Gucci launches customisation service
Gucci is rolling out a new design service, which will enable customers to personalise a selection of products.
The initiative has already begun in the luxury Italian brand's Milan flagship store and will soon be launched in other boutiques worldwide.
Starting with this season's popular Dionysus handbag, clients will have the option to jazz it up with patches or embroidered butterflies, lizards, dragonflies, snakes, roses or peonies, patterns which draw from Creative Director Alessandro Michele’s whimsical Gucci Garden collection. Trims can be crocodile, python or suede, and monogrammed initials may be added in Swarovski crystals. Meanwhile, plain models can be reconfigured in crocodile, python, or ostrich leather in a wide range of colours, while hardware finishes, shoulder straps and embossing can be tweaked to suit even the most exacting of customers.
The brand said the initiative is inspired by Michele’s philosophy that the way you dress is how you feel and that men and women should feel authentic and free in the expression of themselves.
"The combinations of materials, detailing and decoration on offer ensure that the end result will always evoke the spirit of Alessandro Michele’s vision. In this way, the process of customisation is both a personal statement and a way in which a customer can become a co-designer with Gucci’s Creative Director," a Gucci spokesperson said in a statement.
Discerning fashionistas will also soon be able to make the Ace sneakers, Princetown shoes, ready-to-wear garments and men's made-to-order items their own too. With regard to these items, the creative consumer will be able to customise colour, fabric and lining, whilst adding trims, hardware, embroideries and monogrammed initials.
While exact pricing has not been revealed, the brand's pre-embroidered Dionysius styles are priced between $3,400 (£2,300) and $3,800 (£2,600).