Gucci Men Goes Boho

There have been quite a few changes taking place at Gucci ever since Frida Giannini (or Frida G among the hip-hop ghetto Gucci fans, perhaps) took over the creative direction rein.

First, the V word (vulgar) has been gradually wiped out from the brand’s thesaurus (remember the 2003/04 ad campaign featuring Carmen Kaas sporting G-shaped pubic hair?); second, Tom Ford’s overzealously sexy image has been toned down to a safer level, thus making the back in favour among conservative fashionistas; and third, the departure of sexy, beefy male models from its runway shows in Milan since the past few years.

Although some Tom Ford-era Gucci fans may find it awkward or better still, not sexy, the moves taken by Giannini have bore million of dollars in profits for the fashion house since Ford’s departure from the brand three years ago.

More and more global fashionistas are frequenting the brand and even the younger generations, other than ‘bling’ wearing hip-hoppers, like Japanese high school girls are starting to carry Gucci bags around the Harajuku.

During the recent 2009’s spring/summer menswear collection presentation in Milan, Giannini brought forward the classic boho chic and 70’s feel into Gucci’s menswear collection.

Though the move was quite different the lazy and laidback summer styles adopted by rival brands like Burberry and Versace, it did generate lots of interests from fashion authorities since boho chic elements in menswear is always a “once in a blue moon” occurrence.

Kicking off the show were suits in fluorescent colours paired with matching sneakers. Worn with a floral print shirt and a skinny tie in solid blue, this suit not only suitable for parties or clubbing.

But say if your Mercedes breaks down in the middle of the road, I bet people could already notice that like ten miles away from the highway thanks to the bright electric colour. And the shirt inside too should be best worn with shorts during your Hawaii vacation.

Stripes and a cool mix of sombre and happy colours aside, boho chic ruled the runway with bohemian-styled biker jacket in degrade tone of brown or sand, worn over a bubblegum purple (sort of) coloured cardigan and a solid blue t-shirts.

Looks like Gucci men are bringing back the overlayering art that has always been exclusive to fall/winter in the last few decades. Complementing the look is a classic long strap messenger in python print.

But for those who are unafraid to add a touch of femininity in their style, go for black leather jacket with tropical flower embroidery in vivid colours matched with a skinny pants, navy blue cardigan and a screaming pink tee shirt.

If simplicity is your thing but with a dose of hotness, then look no further for a see-through knit sweater with large round neck and paired with an electric blue tank top. Err; I think sans tank top would do pretty well.

Gucci spring/summer 2009 menswear and accessories collection will be available at all Gucci stores and selected multi-brand boutiques by early next year.

*Photos by Marcio Madeira/men.style.com

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