You’re Invited to Twinsburg, Population: Gucci


Get in loser, we’re going to Twinsburg. Alessandro Michele is gearing up to unveil Gucci’s Spring/Summer 2023 collection at Milan Fashion Week, and you’re invited.

Set for September 23 at 2:30 p.m. CET, the runway show will take place at the house’s Gucci Hub headquarters and livestream on YouTube (tune in above). Judging from a series of teasers posted to Instagram, it’s going to be a memorable affair.

Titled “Gucci Twinsburg,” the show will play with the idea of reflections, examining our conceptions of reality and self (pretty imposing stuff for a Friday afternoon). The brand’s latest Instagram post features an animation of Rorschach tests captioned “What do you see? Do you see what it is?”, a rather on-brand premise for a house that once referenced the teachings of Sigmund Freud and Jean Baudrillard in an advertising campaign.

Lately, the Gucci-verse has been on a tear, dropping a third collection with The North Face and releasing a Shining-inspired campaign film, complete with creepy twins and a typewriter. Add in adidas x Gucci, Gucci x Oura, and Harry Styles’ “Gucci HA HA HA,” and 2022 is shaping up to be a landmark year.

It’s anyone’s guess whether Gucci will unveil another surprise collaboration on tomorrow’s runway. If Michele has taught us anything during his tenure at the brand, it’s to expect the unexpected.



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