The evolution of runway fashion produces a new problem each year: originality. While fashion week may be an important week for celebrities, influencers, and magazines, the general public doesn’t seem to take notice. Endless hours are spent behind the scenes curating a stellar presentation that is expected. There are certain factors of fashion week that are not surprising: A-list models, developed clothing lines, celebrity appearances, and more. How do designers make headlines during fashion week when stunning ensembles and sleek execution are the norm for the occasion? Creative Director of Gucci, Alessandro Michele, might have found the solution.

On September 23rd at Milan Fashion Week, Gucci showcased an innovative, unique, and bold idea crafted to perfection. The show started out with twin models, each twin walking separately, in what seemed like two shows happening at once from the audience point of view because of a structure separating the pairs. Towards the end of the show, both sides are revealed as they come together, hold hands, and walk side by side. The outfits range from mismatched patterns to tailored coats and evening gowns. The Gucci Twinsburg collection provided looks that one could see anywhere in the world. From Asian influence to Western European style, each piece provided a contrasting essence to maintain the interest of the audience.  

Once Alessandro Michele sparked the idea, the Gucci model scouts went on a search for 68 pairs of twins at the world’s largest annual gathering of twins: the twin festival in Twinsburg, Ohio. The 68 pairs were made up of identical twins and doppelgangers that could perfectly execute the vision. Michele dedicated the idea to his mother and her twin sister who had an inspiring presence in his life. He claims they, “made their twinship the ultimate seal of their existence”. 

This idea of unity is what fueled the idea for the show. The symbolism of the pairs uniting as one in the show’s climax is a powerful image. To view twinship as a relationship of strength, rather than competition, is crucial to the message behind this show. Michele wanted to admire similarities between the individuals, while encouraging the audience to seek out minor differences. Much of society resents the idea of being replicated in terms of fashion, whether that be through direct copies or styles. Gucci developed an appreciation for a likeness among others. The choice to have the models begin individually on the runway displayed an intense bond as the twins joined hands at the end and created something stronger.

While the message of this show is up to interpretation, there is no doubt that it caught the eye of the media. Well-known guests such as Jessica Chastain, Daisy Edgar-Jones, and Julia Garner witnessed the creativity unfold. This unique kind of vision even has traditional news sources reporting: trending cover stories on the New York Post, the National News, and several other news sites spoke volumes about the wide-range effect of Gucci Twinsburg. Gucci elevated typical runway fashion and excelled in the artistic, clever, and inventive.

Written by Mary Trantham, Photography by Lacey Loomis, Social Media by Katie Ibanez