Gucci to show its next collection in Hollywood

Gucci has revealed where the next show for its new collection entitled Gucci Love Parade will be held. The location of the show will be the TCL Chinese Theatre in Los Angeles – one of the main monuments of Hollywood Boulevard, as well as one of the most famous buildings of the Hollywood Walk of Fame. The choice of cinema (which is the largest IMAX cinema in the world) is a celebration of the « intersection of creativity and culture within the City of Los Angeles» and will be accompanied by a donation of 1 million dollars from the brand that will be allocated to a series of city associations for causes such as homelessness and mental health.

The relationship between Gucci and Hollywood dates back to a long time ago: in addition to having a historic boutique in Beverly Hills that now also houses the Gucci Osteria, Alessandro Michele's brand had created clothes with the inscription Hollywood Forever for the SS17 collection and used Hollywood locations such as the Forever Cemetery for the launch of Gucci Guilty but above all created a capsule dedicated to the famous Chateau Marmont. The November fashion show will also precede by four days the tenth LACMA Art+Film Gala of which Gucci is also the main sponsor. Two days after the show, however, always in Los Angeles, there will be the premiere of the film House of Gucci which, although it is an unrelated product to the brand, will greatly raise its popularity in the coming months. 

The choice of an American location, the second for Kering after the Bottega Veneta show in Detroit to be held tonight, further confirms the luxury mega-group's interest in the US market (a third example could be Balenciaga's collaboration with The Simpsons, one of the most "American" television products ever) that in fact,  saw a 263% increase in sales in the second quarter of the year in North America.