Gucci Was Determined to Make Us All Look Up 'Ancora'
Plus, more highlights from Milan Fashion Week.
If you didn’t know what ancora meant before the latest thusly titled Gucci show, you almost certainly do now. Gucci did everything it could to make sure that we would be so bombarded by ANCORA this or that that we would finally bother to look up what it means.
The brand emblazoned buildings in Chengdu, Paris, London, Bangkok, Rome, and New York with “GUCCI ANCORA.” It bought out at least one trolley in Milan, turned it Ancora burgundy, and branded it “Gucci Ancora.” It published a book called Prospettive 1 Milano Ancora, which new creative director Sabato de Sarno described as “a story of everything, again, but this time expressed through joy.” It gave some of the images in the book to Hypebeast. Call me crazy but I didn’t exactly get “joy” from the pic of a knife carving “protect” into a person’s back but the big drips of blood do match Ancora red, so there’s that.
I actually think this is the problem with the new direction — it is quite possible that no one over at Gucci is having any fun.
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