Gucci banned fur and put men in lipstick – now the gender-fluid, sustainable MX Project sets new standards for Gen Z-friendly luxury fashion
Gender fluid, sustainable, Gen Z-friendly – Gucci is setting a new standard for the luxury fashion industry. Photo: Gucci
By Daniel Langer CEO Équité for. South China Morning Post
In a recent masterclass at the headquarters of an iconic luxury brand, I asked all the participants to name their favourite luxury label – apart from the brand they work for. The answer that most of the top managers in the room gave was, of course, Gucci. When I asked them why, the answer that came up most was its ability to change, influence and innovate.
I have been reflecting a lot about these words and think that they are apt advice for luxury brands: you either have the power to inspire your customers or you are not creating value. No inspiration equals no value. And the inspiration is driven by being perceived as a change agent, an influencer and an innovator.