68 twin brothers and Gremlin: Gucci gives talk with viral fashion show in Milan – 09/24/2022

Gucci presented its Spring/Summer 2023 collection at Milan Fashion Week yesterday (23). More than a fashion show, the brand created a spectacle never seen before on the catwalk: 68 twin brothers appeared wearing the fashion house’s clothes in a show that was already viral on social networks.

The surprises started even before the pieces were introduced. Guests were given a Rorschach Test to complete instead of invitations. “This show is about what you find when you dig inside yourself, so I wanted to prepare you all for that”, was the words of creative director Alessandro Michele.

Before the performance began, in reference to the song “Identical Twins” by Mary-Kate and Ashley Olsen, the voice of Marianne Faithfull, icon of the 60’s, sounded in the background: “We are twins, we are twins, yes sir. , she’s her, except when I pretend I’m her. And when we change, you can’t tell which is which. You don’t know who you’re talking to, because we’re identical twins.”

Then the clothes began to come to life. The audience, split between two separate rooms, didn’t know they were watching twins parading – wearing the same clothes – until the final moments, when a screen dividing the rooms was raised and each model held hands with a brother who was walking alongside them. .

“I use the runway as a theatrical stage, and fashion speaks strongly to ideas of otherness. I know I have another side of me — I know it when I go to my therapist. We all have another side of us, and sometimes we find it. that person and we hold hands”, Michele argued.

The stylist dedicated the show to the women he calls “twin mothers”. He grew up with his mother, Eralda, and his twin, his aunt Giuliana, “two women so close they seemed magically multiplied”.

Among the clothes in the collection, Lurex dresses with cutouts, silk ensembles embroidered with cherry blossoms, pinstripe suits with women’s bags stood out.

Among the accessories, pearl earrings that extended for more than a foot in length, bows, gloves with animal print, glasses dangling with chains and metal jewelry on the face appeared among the models. Even the iconic character Gremlinfrom the 1980s, appeared attached to jeans.

Watch the parade in the video below: