Surprise! Gucci Is Staging Its Next Show in LA

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Gucci Spring/Summer 2019Photography by Glen Luchford

Continuing in its centenary celebrations, Gucci reveals that its upcoming show will be held in the City of Angels

2021 is an important year for Gucci, marking the Italian house’s 100th birthday. Not one to turn down the opportunity for a celebration, creative director Alessandro Michele has already marked the occasion with a bang – last month he revealed his internet-breaking Aria collection, which, presented via a short film, saw an unprecedented fusion of the brand’s codes with those of another label: Balenciaga.

While details of Gucci’s next collection remain firmly under wraps, the house has today announced that the show will take place in Los Angeles, this November, coinciding with the LACMA Art+Film Gala, of which Gucci is the founding sponsor.

“[Los Angeles] is a city that continues to provide [Michele with] a constant source of inspiration and which has played a significant role in Gucci’s hundred-year history,” said the brand in a statement. You only have to look back to the brand’s Spring/Summer 2019 campaign, which channelled the golden age of Hollywood musicals, for evidence of this. However, the location of the upcoming show is pertinent to Michele in other ways too, for it marks a return to the country where his first cruise show was held six years ago, at the Dia-Art Foundation in New York.

“I have always loved to get things from everywhere and from every historical moment in order to give them new life,” the designer told Balenciaga’s Demna Gvasalia in a DM conversation last month, in which the pair discussed Gucci’s viral Autumn/Winter 2021 collection. “I’m obsessed, as you may know, with bringing the past back and transform it into a living and vibrant present.”

Gucci’s next collection will be revealed in Los Angeles on 3 November, 2021.