Gucci: Men’s SS17 Fashion Show, Milan

On Monday, June 20th, 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 Spring Summer 2017 collection fashion show. We used the interior of the venue and turned the disused railway into a completely green space.

The runway was covered with a bespoke green carpet embellished with a supersized Gucci serpent; guests were seated on custom-made green velvet capitonné benches. The walls of the venue were covered in green lacquer boiserie panelling with velvet capitonné inlay panels.

Creative Concept: Chameleon Visual
Photography: Courtesy of Gucci

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