Gucci: Women’s Spring Summer 2017 Fashion Show, Milan

On Wednesday, September 21st, at 2pm the Gucci Women’s Spring Summer 2017 fashion show took place at Scalo Farini, a former railway station in Milan.

We were asked by creative director Alessandro Michele to design the creative concept for the Women’s Spring Summer 2017 collection fashion show. We covered the show space with over 257,00 pink mirror sequins that moved and reflected the light. The runway was covered with a bespoke pink carpet marked by the House web stripe and stars; guests were seated on custom-made pink velvet capitonné benches with a deep coordinating fringe and stud detail. Models walked through pink mirror sequin curtains, which highlighted the curved runway.

Creative Concept: Chameleon Visual
Photography: Courtesy of Gucci

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