Gucci launches ‘Do It Yourself’

'Do it yourself'. That's the name of the latest initiative launched by Alessandro Michele for Gucci, an ode to the punk culture, but also to the aesthetics of individuality.

This customization service opens today inside the House flagship store of Via Montenapoleone in Milan, and will allow customers to express their creativity by customizing a selection of objects, including the iconic Dionysus bag and some shoe models.

"Individuality is synonymous with freedom of personal expression. For me, elegance and beauty have to do with freedom. Today people feel the desire to express themselves, do not want to align to trends. This is why fashion has to reflect and describe this social change" Michele told MFF.

The project will soon extend to other key boutiques around the world, also involving the ready to wear collections.