A Few Revitalization Strategies Before Gucci's Next Creative Director

Photo by Do Nhu courtesy of Unsplash

After reviewing Gucci's performance through its past three creative directors within the last 10 years, I noticed the brand has been immensely inconsistent. Between 2015 and 2022, Gucci was campy and one-of-a-kind with Alessandro Michele. Sabato De Sarno followed with his sleek and sophisticated collections from 2023 until early 2025. 

Most recently, Gucci's in-house design team designed the Fall/Winter 2025 collection. They chose to be inspired by elements of Gucci throughout the 1960s and 1990s with a modern twist. However, the show felt very safe, not notably ‘Gucci.’ This drastic switch of core design aesthetics will start to deter returning customers since some may not like every era of Gucci.

In 2023, Business of Fashion claimed that on their Brand Magic Index, Gucci scored 58. Its score dropped enormously compared to previous years, when Alessandro Michele was the creative director. The notable change in score is due to the brand's uncertainty while searching for a new creative director, later revealed as Sabato De Sarno.

Customers want to feel connected to the brand and not many will follow if Gucci does not establish consistency over time. Gucci's plummet can be explained by choosing creative directors who do not align with the brand's design values.

I enjoyed this year's in-house design team's concept of using archive aspects of Gucci's extensive past for the newest collection. Archival is a considerable trend amongst celebrities, with a rise in wearing vintage on the red carpet and many people who shop secondhand instead of at malls. 

Iconic Gucci pieces from the past include funky patterns, structured lean silhouettes, horse bit buckles and more significant ways to incorporate a silk scarf. Tom Ford's glamour aspects of Gucci include slinky dresses, bold colors and tastefully sheer clothing that thrived during a stuffy time in society.

Another idea for an archive-themed runway show for Gucci would be to reimagine one-of-a-kind looks worn by celebrities and notable socialites. A great example would be Grace Kelly's lustrous, exquisite application of the Gucci silk scarf. Alongside these looks would be Tom Ford's Custom Sheer gown for Nicole Kidman wore at The Met Gala in 2003.

Gucci would also have to return the world-renowned Jackie bag that Jackie Kennedy frequently wore. All these memorable moments can be elevated by using fabrics that are more in-style in 2025. Vibrant hues will be tamed to be more wearable today by being richer in color thank yout typical highly saturated colors.

Many cases have been of people growing their lives around a brand, from having a primarily Gucci-filled closet to owning an entire collection. People can also be so loyal that they have a house filled with ceramic dinnerware head-to-toe, and their homes are in Gucci.

Gucci will always be admired and purchased because of its luxury status. However, with more recognizable Gucci pieces and a unified brand, Gucci could gain a longer-term fan base that will appreciate them sticking to one aesthetic.

They should use that to their advantage by creating a stand for their brand that is almost seen as a captivating, fantastical world. Putting a luxury logo on an article of clothing is not enough to keep sales up anymore; consumers are more interested in wearable, inventive fashion.