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Exclusive: Gucci reveals new label & packaging SS/24

From the signature green labelling and packaging to a whole new look, see what Gucci has in store for its buyers…

Gucci reveals new visual identity for the brand SS24

Milan Fashion Week welcomed Sabato De Sarno’s first collection for the major Italian fashion house, Gucci. The re-branding, from maximum to minimalist, shows with the new labels and packaging that Fashion Stylist Alison Tay got a first-hand look at.

Gucci Spring/Summer 2024

Unlike Alessandro Michele’s loud and experimental looks for Gucci, De Sarno described his collection as the “joy of life, of passion, of humanity, of people, of real life, or irreverent glamour, of provocation, of confidence.” He added the collection is a “story of movies, of my beloved Italy, intellectuals and travels around the world but still feeling at home wherever you are.”

Moving away from the dramatic colours and patterns that the former boss of Gucci implemented on the brand, De Sarno has added a splash of water to the fire. It has become cooler in the Gucci house with a sleek and classic collection. Lace dresses, pencil skirts, fringing, mini skirts, and sweatshirts walked the catwalk this fashion week.

The Latest Reveal

Not only was the show the most anticipated event of the night, but there were also small details that were revealed. Alison Tay also known as @TheStyleEditor on Instagram and Editor-in-Chief of Grazia Middle East, posted on her Instagram Stories a change to the Gucci label and packaging. Alison wrote New visual identity for @gucci; red will replace green for packaging and labels.

Gucci new colour tag and packaging 2023

The deep blood-red colour is currently seen everywhere for the Gucci Ancora Spring/Summer 2024 collection. From the website to billboards and branding, Sabato is somewhat making a statement by “painting the town red.”

What do you think of the red labeling and packaging compared to the green? Let us know your thoughts by tagging us at @itplive.

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