Gucci: Men’s FW16/17 Fashion Show, Milan
On Monday, January 18th, at 12.30pm the Gucci Men’s FW16/17 show took place at Scalo Farini, a former railway station in Milan.
We were asked by Alessandro Michele to design the creative concept for the Men’s Fall Winter 2016/17 collection fashion show. We used the interior of the venue and turned the disused railway into a completely red space.
The runway was covered with red carpet and housed 3 different styles of seating for the guest, all options were sprayed red lacquer and upholstered in rich red velvet with antique stud detailing. The walls of the venue were clad with red lacquer boiserie panelling. The models exited through plush red curtains in a plume of smoke and walked down a set of scallop edge steps.
Creative Concept: Chameleon Visual
Photography: Courtesy of Gucci