Ahead of revealing its latest collection, Aria, this week, Gucci sent out a publication filled with crosswords, brain-teasers and puzzles as an invitation to the (virtual) show
Gucci is presenting its newest collection, Aria, this week on April 15, and has settled on a playful, unexpected way of inviting guests to the (virtual) presentation. GUCCIQUIZ! is a small book filled with puzzles, crosswords and brain teasers – described by the house as “ironic and unconventional” – which taps into the eclectic and joyful universe that Alessandro Michele has built around Gucci since becoming Creative Director in 2015. Solving the “Gucci-themed riddles” reveals information for guests attending the presentation of Aria this week, and the puzzles in GUCCIQUIZ! were created with support from longstanding Italian brain-teasing magazine Domenica Quiz and its publisher Keesing PRS Italia.
Following the week-long film extravaganza that was GucciFest in November – which debuted a collaboration with director Gus Van Sant, as well as contributions from emerging designers like Bianca Saunders and Priya Ahluwalia – Aria will also be presented in the form of a short film. Beyond that, and the clues in the GUCCIQUIZ! puzzle book, details about Aria have not yet been revealed – making for an anticipated presentation on Thursday.
2021 is a special year for Gucci, marking 100 years since the Italian house was founded in Florence by its namesake, Guccio Gucci. This year also marks Gucci’s new way of working: announced in May of 2020, the house has scaled back on the number of shows it presents per year and stepped away from the traditional fashion calendar. “I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call. We will meet just twice a year, to share the chapters of a new story,” Michele wrote in a statement released on Gucci’s Instagram. Ahead of the Aria presentation this week, see inside GUCCIQUIZ! below.
