Skip to content

Gucci's Latest Revival Fueled by Sequins Rather Than Sex

  • Brand’s first-quarter sales rise at fastest pace in 20 years
  • Label has been highly effective at building digital offering
Shopping for Gucci in Munich.

Shopping for Gucci in Munich.

Photographer: Krisztian Bocsi/Bloomberg
Updated on

Gucci is reliving the boom years it enjoyed under Tom Ford with a combination of colorful designs and digital prowess, driving a stellar quarter for parent Kering SA that pushed its shares to a record high.

New creative director Alessandro Michele has turned to a candy-shop assortment of styles featuring whimsical prints and sequins to revive Gucci’s sales, which grew at the fastest pace in 20 years in the first quarter. The new aesthetic is a far cry from Ford’s slinky dresses and high glamor that came to redefine fashion in the late 90s, but fans are snapping the new offering up in droves from its stores and, especially, online.